MAM
Report on Shemaroo

Rajasthan Govt earmarks Rs 100 crore for tourism campaign; O&M is creative agency

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/mam-images/2016/01/18/mam%20campaign%203.jpg?itok=bOSR6Hkw

MUMBAI: The Rajasthan government will be launching a multi-year, multi-modal and multi-narrative domestic and international tourism campaign on 15 January, 2016 and has set aside a corpus in excess of Rs 100 crore for the same.

Over the next few years, the government is expected to spend the money on the campaign, which envisages rebranding Rajasthan Tourism, including a new logo. The state has partnered with Ogilvy & Mather for the creative side of the campaign.

Despite wide and deep attractions, Rajasthan’s lack of tourism marketing over the last 25 years has resulted in the state falling considerably in international tourism (its share has fallen from 33 per cent  to 20 per cent of international travellers) and domestic tourism arrivals (the state gets half of Madhya Pradesh’s 63 million internal tourists) because of aggressive efforts from other states. Tourism is not only employment intensive but capital efficient: it generates 78 jobs per million rupees of investment compared to 45 jobs per million rupees in the manufacturing sector. It not only provides jobs to a wide spectrum of job seekers but many opportunities accrue to women (internationally women account for 70 per cent of the workforce of tourism).

Rajasthan principal secretary Tourism Shailendra Agarwal said, “Rajasthan has not conducted a tourism campaign for the last 25 years and this effort could attract at least one million incremental tourists with a considerable multiplier effect on growth and employment for our state.”

Ogilvy & Mather South Asia executive chairman and creative director Piyush Pandey added, “Rajasthan Tourism is the campaign I have been waiting for, for the last decade. It is my home state and I think I owe it an impactful and effective campaign. I am looking forward to the exciting times ahead.”

The campaign is part of an overall plan for Rajasthan Tourism 3.0. Rajasthan Tourism 1.0 was from Independence till the early 80s whose engine was the state’s landscape. Rajasthan 2.0 began with heritage hotels and forts. Now Rajasthan Tourism 3.0 will combine assets from both phases with an aggressive marketing campaign, a new logo and packed experience calendar that is being developed.

The state government has also appointed a Steering Committee to monitor the creation and implementation of this campaign that includes Mira Mehrishi (Member Secretary Chief Ministers Advisory Council), Shailendra Agarwal (Principal Secretary Tourism), Malvika Singh (member Chief Ministers Advisory Council and Writer), Shoba Narayan (author and journalist), and Anil Chaplot, (Director tourism).

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/06/19/photogrid_plus_1624091222266.jpg?itok=JucfjWfy
Spotify names Taj Alavi as global head of marketing

New Delhi: Spotify on Friday appointed Taj Alavi as the global head of marketing. Alavi was previously associated with Uber as senior director global marketing from March 2019 to August 2020 and Intuit as head of brand marketing. She has also worked with financial technology company, Chime as vice...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/06/19/photogrid_plus_1624091119722.jpg?itok=sBoUU3VT
OnePlus ropes in Jasprit Bumrah as brand ambassador for wearables

New Delhi: Premium smartphone brand OnePlus has roped in cricketer Jasprit Bumrah as the brand ambassador for its wearable category. The OnePlus wearables category includes the OnePlus watch and the OnePlus Band. The association will include a 360-degree campaign and will be kick-started by a...

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/06/19/ronaldo.jpg?itok=3qhyAYmu
Ronaldo's Coke snub kicks off a meme-fest

Mumbai: What seemed like a simple act by Portugal footballer Cristiano Ronaldo of moving aside two bottles of Coke and replacing them with a bottle of water at a post-match presser quickly metamorphosed into a sponsors’ nightmare at the 2020 Euro football league. For one, it cost the beverage giant...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/06/18/photogrid_plus_1624010448122.jpg?itok=91Pw_lUT
1702 Digital promotes Pranay Bhan to national creative director

New Delhi: Integrated digital marketing company, 1702 Digital has promoted Pranay Bhan to the role of national creative director.

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/06/18/photogrid_plus_1624007229455.jpg?itok=Wj3r-qXk
ICC signs GoDaddy as official sponsor for WTC 2021

New Delhi: GoDaddy on Friday announced its official sponsorship of the International Cricket Council (ICC) World Test Championship 2021.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/06/18/photogrid_plus_1623999742100.jpg?itok=IWyvdCyJ
slice onboards Siva Kumar Tangudu as CTO

MUMBAI: Fintech startup and credit card challenger slice on Friday announced the appointment of Siva Kumar Tangudu as the company’s new chief technology officer.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/06/18/interbrand.jpg?itok=-T7Dqbrh
Interbrand unveils top 30 brands set to revolutionise the US market

Mumbai: Global brand consultancy Interbrand launched its Breakthrough Brands 2021 report unveiling the top 30 brands set to take the US market by storm in the coming decade. From mobile banking developed specifically for Black and Latinx customers to secure messaging services and plant-derived...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/06/17/car24.jpg?itok=Nh_my-Z3
CARS24 expands operations to UAE and Australia

E-commerce platform for pre-owned vehicles, CARS24 is set to disrupt the used automobile ecosystem around the globe. The company has launched its business in Australia and UAE and is gearing up to launch business in Southeast Asian and Middle East countries this year.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/06/17/icc.jpg?itok=zMsNkvJE
ICC announces Upstox as Official Partner

The International Cricket Council (ICC) on Thursday announced a major long-term partnership with the homegrown investment platform Upstox.

MAM Marketing MAM

Sign up for our Newsletter

subscribe for latest stories

* indicates required