This Assam Tourism Ad Beautifully Captures The State And Not The Actor Promoting It

In a new ad for Assam Tourism, brand ambassador Priyanka Chopra is seen wearing a traditional mekhela chador and practising the steps of Bihu, Assam’s folk dance.

And that’s all very good but now that I’ve got your attention, let’s talk about the ad itself.

I’m not a big travel buff but this is a compelling visual treat that deserves mention. The montage is a glimpse into the rich culture of Assam and its breathtaking beauty, complete with stunning sights and sounds.

In under 4 minutes, it did a pretty good job of persuading me to pack my bags and go on an adventure east, more so than my friends have done in 5 years.

With a soulful song playing in the background, the ad slowly introduces viewers to Assamese traditions, festivals, and way of life.
It makes the ordinary look beautiful, tastefully capturing the essence of the place and its people. It also leaves just enough room for intrigue, just enough to encourage you to make your way to this earthly paradise.
See for yourself:

The “Awesome Assam” campaign will see a global launch on November 1st. Let’s just hope it’s better received than the tourism board’s last two efforts that involved a tagline that read, “Naturally Wild” and a brand ambassador called Priyanka Chopra.

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Amanda Francesca Mendonça

After spending pretty much all of my teen years waiting for a Hogwarts letter that never came, I gave up and settled for being a wizard with words instead. A hopeless romantic, when I’m not penning down short stories, I’m busy imagining my own happily ever after.

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