Follow Us:
Tuesday, July 05, 2022

Assam tourism’s new ad ‘Naturally Wild. Kyunki Yeh Assam hai’ does not impress at all

The biggest criticism to the ad seems to be that it projects the state as only being about forests and jungles.

By: Trends Desk | New Delhi |
March 5, 2017 12:19:09 pm
Assam tourism ad, naturally wild assam ad, assam tourism ad in controversy, priyanka chopra assam tourism ad criticised, indian express, indian express news What do you think of the Assam tourism ad? (Source: Manoranjan Pegu/Twitter)

Assam tourism has always been between the devil and the deep blue sea ever since its plans of promoting the state in a grand manner went under way. First, the idea to rope in Priyanka Chopra as the brand ambassador of the state for a hefty sum wasn’t taken to very kindly, which was followed by hordes of Assamese slamming the official logo on the grounds of poor creativity.

ALSO READ | This hilarious video dedicated to PM Modi, demonetisation and his visits to foreign countries is a must watch

And now with the supposed in-flight release of an advertisement featuring Priyanka Chopra with the tagline “Naturally Wild. Kyunki Yeh Assam hai”, things have clearly gone out of the frying pan and into the fire. The ad quickly went viral on social media, triggering a string of negative responses from people. Criticising the ad severely, people have come out vociferously saying that the ad projects the state in bad light. Some Assamese have also said that at a time when many people are carrying wrong impressions about the state being all about forests and jungles, this ad rolling out of the state tourism department just proves their impressions true.

While some Netizens have looked at the sorry state of affairs through the prism of humour, most of them are clearly upset over the tagline and also the creativity that went into the ad. Here’s what some people have been saying on Twitter and Facebook:


Amid all the negative comments, some used their wit and played on puns in their reaction to the ad. Sample some of these tweets.

Meanwhile, is awaiting a response from the Directorate of Tourism, Government of Assam, on their views regarding the reaction to the latest ad campaign.

Express Explained Go beyond the news. Understand the headlines with our Explained stories

📣 Join our Telegram channel (The Indian Express) for the latest news and updates

For all the latest Trending News, download Indian Express App.

  • Newsguard
  • The Indian Express website has been rated GREEN for its credibility and trustworthiness by Newsguard, a global service that rates news sources for their journalistic standards.
  • Newsguard