'Once you visit Assam, it stays with you forever,' says Assam Tourism ad

Assam Tourism has launched its new multimedia campaign with its brand ambassador Priyanka Chopra. Shot extensively across Assam, the films capture not just the beauty of the state but also its diverse and rich culture.

The central theme of the campaign is ‘Once you visit Assam, it stays with you forever’. It is depicted through how Chopra remembers Assam and gets carried away by her memories of time spent there. The main 3.30-minute brand film started on the digital medium. A 360-degree campaign will follow, which will include press, outdoors, radio, TV, cinema and digital promotions.

Talking about the campaign, Kausar Hilaly, MD, ATDC, said the state is all geared up to capitalise on the advent of new generation of young travellers. He said Assam, the gateway to North-East, offers an unparalleled experience to travellers with its rich natural and unexploited beauty and is a melting pot of different cultures. He said the focus of tourism will be on 'creating unique experiences’ instead of the usual sight-seeing experiences, which the films capture very well; for domestic as well as international travellers.

Conceived by YAAP & Crayons, the films have been written by Rondeep Gogoi (Senior Creative Director, Crayons), who coincidentally is from Assam. He said the world knows Assam is beautiful, so he did not want to do just another good-looking tourism campaign. Instead he dug deep into the arts and culture of Assam and spun a narrative, which is held together by an Assamese song regarded as the State Anthem of Assam.

The films have been directed by Arun Gopalan and Ken Rolston of Storytellers. With “O mur aponar desh” as the background score, the film starts with Priyanka Chopra trying to recollect steps of the iconic Bihu dance. The film progresses showing vivid colours of Assam right from bhawna to the evergreen tea gardens, the famous Kamakhya temple, the mighty Brahmaputra, one-horned rhinos of Kaziranga and then with glimpses of other amazing north-eastern states.

Shouvik Roy, Senior Partner, Yaap, who is heading the project, said, “Assam offers experiences that are both unique and diverse. While planning this campaign, it was our priority to amplify and communicate these experiences to traveller from across the world – in a way that is both beautiful and memorable. We are working together with Assam Tourism to bring these experiences to life in multiple ways.”

The TVC:

Credits:

Creative agency: YAAP & Crayons

Senior Creative Director, Crayons: Rondeep Gogoi

Director: Arun Gopalan and Ken Rolston of Storytellers

Head of Project, YAAP: Shouvik Roy

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