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O&M recreates beauty of Tagore land

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MUMBAI: The film created by Ogilvy Kolkata for Bengal Tourism traces the journey of a young girl who has come to attend a wedding and decides to explore Bengal. Through the course of her visit, she realises that in Bengal, she is never really far from home. Her wanderlust has led her into the sweetest part of India - A place that welcomes guests with open arms.

The alluring music of a mystic’s Dotara takes the shape of an old Tagore song, as the story of a Bideshini (lady from a distant land) unfolds through the changing landscapes of Bengal. Her journey takes her through the city streets of old Calcutta. She strolls through the mysterious corridors of ancient terracotta structures, dances to the tunes of a Baul’s serenade, and befriends local artisans. While the diverse cuisine of Bengal manages to sate her appetite, the hospitality of her host makes her feel at home. Like a child enthralled by the tales of an old storyteller, the Bideshini looks on in wonder as the folklore of the land come to life and arrest her in a riot of colours. Even on the coldest day, the misty hills of Darjeeling embrace her in warmth. In the end, reality meets fantasy in an old Calcutta tram. At the close of her journey, she becomes one with the land. She is not a stranger anymore.

Ogilvy & Mather executive creative director (south Asia), “In Bengal, sweetness finds different manifestations. It is in the language we speak, the hospitality we extend to our guests and our cuisine. Thus, when we were entrusted with the responsibility of creating communication for Bengal Tourism, we worked on a campaign that would identify Bengal as the sweetest part of India.”

“The campaign stays away from the stereotypes associated with Bengal as a destination and introduces new places, rituals and experiences. This film also has an endearing human touch to it. It showcases the hospitality of Bengal, something that lends uniqueness to our state," added Ogilvy and Mather creative director (managing partner) Sujoy Roy. We hope this film makes NRI Bengalis homesick and also manage to carve a place for Bengal in every traveller’s bucket list.

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