A pragmatic study on the Assam tourism promotions-with reference to the ‘Awesome Assam’ advertisement campaign
Author(s): Chandan Jyoti Bezborah
Abstract: Assam Tourism has always been in a feeble position when it comes to promoting itself in the global tourism market. Even in the domestic sector, the state tourism board has not been able to portray its tourism products as it should have. Though Assam, as a tourism destination, was part of a few advertisement campaigns made by the Ministry of Tourism under the banner “Paradise Unexplored”, as those commercials were concentrated on all eight North-Eastern states, Assam could not manage to grab the desired tourist attention from the same. TV and other electronic advertisements are some of the most effective and widely reached mediums of promotion, and hence, it becomes very important for a product to be able to use this tool to sell itself to a wider range of target markets. However, it is also supremely important that the product shown in the advertisement is not a false promise to the target audience as it may eventually harm the potential goodwill of the tourism product.
With the 2017 tourism policy, the State Government came up with a new brand name for the state’s tourism and called it “Awesome Assam”. With this new brand name, the tourism board of the state tried to showcase a young and vibrant picture to its target audience. The Awesome Assam campaign started with a series of TV commercials starring Priyanka Chopra and tried to focus primarily on the Wildlife and Cultural aspects of state tourism. The commercials were an instant hit and appreciated not only by the Indian viewers but also by the international viewers. However, there was a big question about the availability of the products that were shown in all the commercials.
Hence, this study will try to give a pragmatic review of all the commercials that were made under the brand name “Awesome Assam” and evaluate them in terms of their practicality. This study will also recommend and suggest measures to develop tourism based on the said TV commercials.
DOI: 10.22271/multi.2024.v6.i7a.445Pages: 09-11 | Views: 84 | Downloads: 32Download Full Article: Click Here
How to cite this article:
Chandan Jyoti Bezborah.
A pragmatic study on the Assam tourism promotions-with reference to the ‘Awesome Assam’ advertisement campaign. Int J Multidiscip Trends 2024;6(7):09-11. DOI:
10.22271/multi.2024.v6.i7a.445
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