BE Viacom18 gets John Abraham to promote Arunachal tourism

MUMBAI: Viacom18 CEO Sudhanshu Vats knows a good business opportunity when he sees one. From films, televisions, merchandising, events, start-ups to brand building, Viacom18 has expanded itself to several businesses.

Armed with these many touch-point media and brand solutions arms that Viacom18 boasts of, Vats now plans to fill a demand-supply gap in the country’s public sector when it comes to media management.

First step to this goal is BE Viacom18 becoming the media partner for Arunachal Pradesh’s Department of Tourism through its first PPP (public-private partnership) model. And, what’s more, popular Hindi film star John Abraham has been roped in to be the brand ambassador for the project.

BE Viacom is the brand solutions subsidiary of INS, which already takes credit for introducing Chinese technology brand Vivo into the Indian market.

public://John Abraham performing at the press conference_0.jpg

“Arunachal Pradesh is a traveller's paradise and a land of untold tales. In John we have a celebrity who shares our enthusiasm of weaving the stories of the mystical land into a single narrative of 'Must See, Must Experience' Arunachal Pradesh tourism. After all, a journey is best when it is entertaining,” Vats said at a press conference here on Tuesday.

Excited about representing Arunachal Pradesh tourism, Abraham said, “I am honored to have been chosen to promote the tourism of Arunachal Pradesh. I have always been fascinated with North East India: each state has its unique beauty, history and culture. It’s a state rich with culture, mysticism, great people and stunning views. When I’m there, all I need is some music, my boots to walk around and a mind free from all worries to be able to embrace the mesmerizing beauty of Arunachal Pradesh.”

According to Arunachal Pradesh  Tourism Secretary Joram Beds, since the focus this year was boosting tourism sector, they needed like-minded partners.


“We found such a partner in Viacom18 who have helped us get John Abraham, a superstar, an adventurer and a great human being on board. John has played a pivotal role in promoting North East India, primarily by putting NEUFC (Indian football league where Abraham owns the football team comprising players from N-E) on the map of sports. We believe our association with him will strengthen our purpose of putting out our state as a prominent tourist destination,” the government official added.

One of the unexplored lands of the country, Arunachal Pradesh can be best described as India’s mystical land. The largest state of the North-East region, or Seven Sisters as the states are known as, Arunachal with the least population density claims to be the perfect detox from a bustling city life.



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