The BJP-led government in Assam on Sunday adopted a new logo for its tourism campaign, with tourism and finance minister Himanta Biswa Sarma also announcing a Rs 15-crore publicity budget that is also likely to rope in Priyanka Chopra as a brand ambassador for the next four years.
“While Assam has tremendous potential to become one of the most favourite destinations for both domestic and international tourists, there was no proper and sustained publicity campaign in place to turn this into a reality. With the adoption of the new logo and punchline ‘Awesome Assam’, we hope to mount a massive campaign in the next couple of months to put Assam in the rightfully deserved place in the world of tourism,” Sarma said.
The ‘Awesome Assam’ punchline comes with a logo that depicts the one-horned rhino, world-famous Assam tea and the mighty Brahmaputra on one canvas, with Sarma saying the state had a ‘real mix’ of destinations for all categories of tourists, both foreign and domestic.
Also eyeing cinema as a potential media for promoting Assam as a tourist destination, Sarma said film producers would be given special incentives for shooting in different locations of the state. “Aggressive publicity will be given so that film producers can make Assam a favourite location,” he said.
Referring to Kamakhya and Majuli, he stated that there was huge scope to both pilgrims and tourists with a religious and spiritual bent of mind to these two destinations. The state government had already earmarked Rs 33 crore for infrastructure development of Kamakhya temple, minister Sarma said.
Likewise, the Centre had allocated a sum of Rs 120 crore for the five national parks of Assam – Kaziranga, Orang, Dibru-Saikhowa, Manas and Nameri – under its ‘Swadesh Darshan’ scheme, Sarma said. The state government was also in touch with top public sector companies like ONGC, Oil India, Hudco and NHPC to work out CSR projects aimed at tourism promotion, he added.