It is without doubt one of the prettiest tourism ads in recent times. Especially by an Indian state looking to attract more visitors. The ad is made prettier by the very presence of Priyanka Chopra, who gives ‘Awesome Assam’ a new lease of life with the latest TVC created by Kunal Lalani’s Crayons Advertising. The first of the Assam tourism ads was run in 2017, and the campaign was a major success. Doing a good sequel is never easy. But, for once, the second ad of the campaign is actually better than the first.
The entire Awesome Assam campaign so far has been about showcasing nature and culture. The new TVC goes a step beyond. It takes one on a journey that covers Brahmaputra river cruises and the verdant tea gardens of Assam. Priyanka Chopra also goes out playing golf. And like the previous film, experiences everything in Assam with surprise expressed through a smile.
The Awesome Assam campaign kicked off with a Rs 15 crore budgetary allocation a couple of years ago. I am told the money assigned to the campaign has doubled this time around. More importantly, the Assam government has sanctioned Rs 33 crore for the development of infrastructure of Kamakhya. Under ‘Swadesh Darshan’ scheme, the Centre has additionally allocated Rs 120 crore for the five national parks in the state. So, the new campaign is not just about a pretty endorsee and pretty locales. What is interesting is also that in keeping with the ‘Act East Policy’ of the Central government, Assam is looking to build close collaboration with neighboring countries like Bhutan, Nepal, Bangladesh, Myanmar, Thailand, Laos, Vietnam, South Korea, Japan and China as part of this tourism campaign. Hence, most of the media monies are likely to be concentrated in these overseas markets. I don’t think any other Indian state has proactively looked to promote itself in these geographies before. It will therefore be interesting to see how many footfalls it gets as a result of this new campaign.
The Assam tourism logo showing the single horn rhino had come under some criticism when it was first unveiled. There was a lot of noise on social media on how the graphics were perhaps ‘inspired’, but I think that is now no longer a point of discussion. Awesome Assam is about awesome experiences. Experiences that are luxurious. And expansive. And peaceful. And refreshing. Experiences that Priyanka Chopra enjoyed and you can enjoy too. The campaign is beautifully shot with the camera caressing every visual, every frame with a lot of love. Many facets of tourism are covered through a collage of mesmerising images: wildlife, spirituality, ethnicity, adventure, dance, food — with Assam’s differentiation highlighted through its rivers and tea estates. There were a lot of rhinos in the last ad.
There are a lot of elephants in this one. Overall, very very pleasing to the eye. The music too is melodious and memorable: especially the use of silence to highlight the peace and serenity of the scenic locations. Time seems to stand still in Assam. Everything is depicted in languid slow motion. Life seems to move, yet not move. You can decide to do so much. Or you can decide to do so little. Either choice is valid. Either of it is real.
Assam’s promotion of its state should also act as a fillip for the entire North-East. Most Indians have never travelled eastwards beyond Kolkata. I am one of them. Awesome Assam has already got my wife and me googling Assam for best time to visit, best places to visit, best flight connections, best hotels and best deals. We surely are looking forward to seeing the rhinos and riding the elephants; cruising on the Brahmaputra and lazing on a weekend in a tea garden. Priyanka Chopra has shown us the way. She has made Assam a check point on our bucket list.
Last but not the least, the most endearing frame of the Awesome Assam film is the demure bride unexpectedly winking at Priyanka: it is this unexpectedness that makes Assam so much more inviting, and fun. Look forward to a trip there. Soon.
(Sandeep Goyal is an advertising veteran.)