BE Viacom 18 to help make Arunachal Pradesh a 'Must See, Must Experience' state

BE Viacom 18 has roped in John Abraham as the brand ambassador of Arunachal Pradesh Tourism.

What comes to your mind when you hear about 'Dona Paula Beach' in Goa? The iconic shots of the movie, 'Ek Duje Ke Liye'? How did you get to know of Corsica? After watching the movie 'Tamasha', right? The media and entertainment industry obviously play a vital role when it comes to attracting people to a destination, or for that matter, change people's perception about a place. In other words, no other medium boosts tourism more than the media and the entertainment sectors.

With the aim to boost the tourism industry of Arunachal Pradesh, located in the North-eastern corner of our country, the state Tourism Ministry has joined hands with Viacom18's Integrated Network Solutions (INS) arm BE Viacom 18. Arunachal Pradesh, the 'Land of the Dawnlit mountains', offers a panoramic view of clouds, snow, and of course, the Himalayas. But, not many tourists would choose the state as a holiday destination, despite the Himalayas, the snow, the quietitude, the greenery, and respite from noise and pollution.

At a press conference jointly held by the Tourism Ministry of Arunachal Pradesh and Viacom18, held on September 6 in Mumbai, dignitaries were fired one question after another and were quizzed about stuff such as tribal mentality, availability of food, and internal insurgencies -- a perception built over the years and one BE Viacom18 proposes to change.

"We will open up all the avenues if necessary to change that perception and introduce people to the beauty of the state," says Saugato Bhowmik, business head, Viacom18 INS. Viacom18 has a television network, a motion pictures studio, and is into the digital business as well.

"If a scene from a movie, or a music concert can leave an impact in viewers' minds and attract people to visit a place, we will do that," adds Bhowmik.

"Our partnership with the Arunachal Pradesh Government is the beginning of our public-private partnerships, and we are in talks with other state governments as well. Such partnerships can play a pivotal part in boosting the tourism industry," says Sudhanshu Vats, Group chief executive officer, Viacom18.

Viacom18's association with the Arunachal Pradesh Government comes after a successful stint with Vivo, and Vats is upbeat about the INS business. "Close to two per cent of our total turnover comes from the INS business, and we would like to take it to 10 per cent," he adds.

BE Viacom18 has roped in Bollywood star John Abraham who is also the owner of the football franchise North East United FC (Indian Super League), as the brand ambassador of Arunachal Pradesh Tourism.

Joram Beda, Tourism Secretary, Government of Arunachal Pradesh, considers Abraham as a perfect fit as the ambassador since their thinking is on the same lines. "Viacom18 helped us get Abraham on board; he has already played a pivotal role in promoting North-East India by putting it on the sports map. We believe our association will help us make Arunachal Pradesh a 'Must See, Must Experience' state,' says Beda.