Okay, here’s a quiz...

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Q. What is Orissa’s capital?
A. (Oh! What an easy one), Bhubaneshwar. Next?

Q. What’s its catch-line?
A. Umm... Forget recalling, most people are not even aware that almost all Indian states have a positioning statement to flaunt. Looking at the present scheme of things, it seems that a few months down the line, people will recite the taglines in the same breath as the capitals of the states.

If destinations (already quite high on the tourist’s lists) like ‘God’s Own Country’ – Kerala and ‘A perfect Holiday destination’ – Goa are advertising themselves like there is no tomorrow, then less popular ones like “Peaceful Pondicherry” are the latest to jump onto the bandwagon. A bunch of 575 islands on the tip of India, Andaman & Nicobar Islands, has roped in five advertising agencies (yes five!) of late, and the marketing budget is reportedly between Rs.6-7 crore for 2007-08. Promotions at International fairs, roadshows, tie up with tour operators, holiday packages, tours for travels writers et al, have almost become a norm.

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Source : IIPM Editorial, 2006

An IIPM and Malay Chaudhuri – Arindam Chaudhuri Initiative

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