The title says everything I am going to write about.
The new look Rajasthan Tourism. The internet is going gaga over it and the six videos are breaking all stereotypes about Rajasthan.
BJP governments across states have been very actively promoting tourism ( domestic & International ), making this industry grow manifolds in past decade. It was no surprise that Mrs. Raje was looking to change the face of Rajasthan Tourism. This led to a partnership with Ogilvy & Mather, to change the way people look at Rajasthan.
O&M’s executive chairman, Mr. Piyush Pandey also hails from Rajasthan and thus the project was quite close to him. This is what they came up with , the new face :
The two camels glorify the ship of the desert, the two birds reminds us of the Sariska Bird Sactuary, perfectly depicting the diversity. The beauty of this logo is that it looks like an iconic Rajasthani mustache and raised eye brows. It actually has personified Rajasthan.
To most of the non-Rajasthani janta , Rajasthan is just a desert area. Vasundhara Raje wanted this myth to go away and show the true diverse nature of the land of Rajas and forts.
While Arya gets to know the awesome hospitality & Jugaad in the middle of the Thar, Huan discovers the Great wall outside China ( Many of us including me didn’t know that second longest Wall is in Kumbhalgarh! ). Jane sees the lush green Garadiya Mahadev, and Binoy finds some estranged friends in Kuldhara!
Kudos to Team Piyush Pandey for such creative depiction of different aspects of the largest state of India.
My favourite one is Meerasthan , where little Meera discovers her part of Rajasthan in the hot air balloons. The child’s innocence mixed with vibrant colors hand you the perfect recipe of personal connect.
The way each video has a personal touch, it creates a direct connect with the viewer.
The Music & Song
What attracted most of the folks is the enticing folk song fused with western beats & sung in different styles. The Kesariya Balam song has remained the feature of Rajasthani Welcome but this tune is also signifying the young Rajasthan, the new age Rajasthan!
This song is written in Rajasthani Language and the lyrics with close English meanings are as follows
Maati baandhe Painjanee..
The land is waering Anklets
Bagdi pehre Baadli
The Sky is wearing bangles
Dedo Dedo Bavdo
Clouds of Different shapes, dancing in frenzy
Ghod Matod Bavdi
Round and revolving beautiful Earth
Many people have been asking me for link to download this song, so sharing another blog from Oh My India page, which beautifully explains the concept.
So people pack your bags and head to Rajasthan and discover ‘Your’sthan.
Jane kya dikh jaye ( You will surely be surprised !)
Khamma Ghani! Ram Ram sa! Bhali Padharo!
-Kirti Kumar Kasat