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‘Padharo Mhare Desh’: Rajasthan govt reverts to old tourism slogan

The previous bjp government had replaced the grand old campaign slogan ‘padharo mhare desh’ (welcome to my land)and introduced ‘jaane kya dikh jaye’ as the new slogan for rajasthan tourism in 2016..

In an order issued on January 25, the Congress government in Rajasthan has rolled back the previous BJP government’s order and replaced the tourism slogan ‘ Jaane Kya Dikh Jaye ’ with the state’s old tourism slogan ‘Padharo Mhare Desh’. The state Tourism Department has also added ‘Rajasthan - The incredible state of India’ in the department logo, along with ‘Padharo Mhare Desh.’

Ever since it formed the government in Rajasthan , the Congress has been working on changing the previous government’s decisions such as renaming the Atal Seva Kendra with its old name Rajiv Gandhi Seva Kendra. It has also tabled a bill in the state assembly to remove the education eligibility clause from PRI (Panchayati Raj Institutions) elections and reintroducing direct election of mayor. The state government is also cancelling inactive MoUs inked in Resurgent Rajasthan.

The previous BJP government had replaced the grand old campaign slogan ‘Padharo Mhare Desh’ (Welcome to my land) and introduced ‘Jaane Kya Dikh Jaye’ as the new slogan for Rajasthan tourism in 2016.

The Tourism department’s January 25 order also directs that the new logo be used.

Also read: Beautiful Padmini, a queen in history or a poetic fantasy?

“Padharo Mhare Desh is Rajasthan tourism’s traditional logo and connects with the state’s tradition and culture. Changing it to ‘Jaane Kya Dikh Jaye’ (JKDJ) makes no sense. The previous government spent a huge amount of money for the new slogan just to oblige an advertising firm,” said Vishwendra Singh, state Tourism Minister.

Singh said, “To make foreign tourists feel welcomed and connected, the department is seeking suggestions from people for a slogan in English through online and by word of mouth.”

He said, “Our tourism policy as promised in the manifesto will be ready in another 20 days and will focus on tourists, facilities, services etc.”

Also read: Bhangarh: The curse of a Tantrik

The Minister said a joint committee has been constituted of RTDC officials and member from employees union to identify properties which need to be upgraded and those which are running in losses.

The president of the employee union of Rajasthan Tourism Development Corporation (RTDC) Tej Singh Rathore said, “It is a good decision as Padharo Mhare Desh has made its identity and a good message was there in the tourism sector. Whereas JKDJ failed to make its identity among the tourists and people in the sector.” He added the addition of a line in English will help connect with foreign tourists.

BJP spokesperosn Mukesh Pareek said, “The change of slogan is their thought and we have no objection but it would be good if they continue doing the good work of the BJP government in order to encourage the tourism sector. The record tourist flow in Rajasthan during the previous government should be continued. Changing the name will not bring development but focus on tourism sector will.”

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Rajasthan Tourism’s new logo brilliantly captures the essence of the state

Rajasthan cm vasundhara raje recently unveiled the new logo through a video on facebook and youtube..

The land of deserts, camels and colours — Rajasthan — is wooing tourists with a brand new logo and campaign.

Rajasthan Chief Minister Vasundhara Raje recently unveiled the new logo in a Youtube and Facebook video, which is a combination of breathtaking sand art and stop-motion photography.

Watch the video here .

The hashtag for the state tourism is #MyRajasthan, and the tag line ‘Jaane Kya Dikh Jaye’ works well with the TVCs that accompany the campaign. It can be inferred that through its tag line, the state tourism is also trying to showcase the versatility of the destination that has long since been the go-to place for most tourists from across the world.

Watch one of the TVCs here .

The campaign has been designed by Ogilvy and Mather, the same agency that had previously come up with the brilliant ‘Hindustan ka Dil Dekho’ campaign for Madhya Pradesh tourism.

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Behind the scenes: A look at Rajasthan Tourism's new ad campaign

Updated on: 01 February,2016 08:30 AM IST  |  Suprita Mitter |

From hot air balloon rides, six-seater motorbikes, haunted villages and impregnable fort walls, Rajasthan Tourism's new campaign uses innovative ideas including sand animation to showcase the state

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The logo-istics One of the videos of the campaign and the new logo features a camel, a moustache and birds, used sand animation. This unique idea came through when Mahesh Gharat, group creative director at Ogilvy & Mather (O&M) approached Suresh Eriyat, founder and creative director, Eeksaurus. "I told him about the campaign and he said, why can't we use sand to animate the logo as it is closely associated with Rajasthan. I was sceptical initially since no one had ever done it before and we have seen a typical sand art style, which includes backlighting. Everyone had seen that form and I didn't want to do anything typical," shares Kharat who worked on the project with Azazul Haque, also a creative director. "We wanted the logo to depict the friendly, playful state. The moustache represents Rajasthani pride while everyone associates camels with the state. The two birds represent the Bharatpur bird sanctuary, which is an ideal spot for tourists," Gharat adds.

Sand story "Sand is rudimentary. So I thought, why not use sand to animate the logo. No one had done it before. This wasn't initially part of the plan but the client loved the idea. Even corporate clients don't respond so soon with approvals. The difficulty was to actually execute it. To execute a sand sculpture is easier than animating it. Dhimant Vyas helped us with the animation," shares Eriyat, who headed the sand animation film. Working with sand however wasn't easy for the team. "Sand is a very delicate medium to animate, specially with embossed forms. One second of animation requires 24 frames to see the movement. The same embossed elements have to be sculpted repeatedly, to control its forms," shares lead animator Dhimant Vyas.

"Normally, people animate sand with under light or back light on a glass table, it shows sand particles in dark forms. But we experimented with different styles and did not use common method. The team of Eeksaurus and I tried different ways to animate sand, it was easy to make one frame nicely but animation requires multiple frames with controlled movements on the shapes. Finally, we arrived at a unique technique — 2D animation was done first for the complex animation, each frame was translated digitally to laser cut stencils. These stencils were then worked over by clay to provide the three dimensional depth that is seen in the film and then lovingly animated over, frame by frame, with sand on table and a top mounted camera. There is no cut in the film. So, if there is any change in the ideas, it would need a reshoot for the whole animation," he adds. With this method, the film took 15 days to shoot, with nine to 10 hours of shoot a day.

Picture this The other films in the campaign showcase unique aspects that one can come across in the state. "I was in Rajasthan for two months. We were looking for places that don't easily look like Rajasthan, for example, the large water body near Kota. We were in Udaipur when a friend of mine told us about this place. It is 22 km away from Kota. The entire idea of the campaign was to reflect how you accidentally come across an unusual sight in Rajasthan, that's where the tagline, Jaane kya dikh jaaye, came from. We didn't use Padhaaro Mare Des because for many years Rajasthan has been inviting people. This time we wanted to talk to people who have been there before but want to come back again to see more than what usual tourists do," shares Kharat.

The first video that was launched was the one showcasing the long walls of the Kumbhalgadh fort. "The Kumbhalgadh video was shot by a drone in one shot without any cuts. The length of the wall is unbelievable. Initially, I had a story in mind but when I saw the wall I thought this needs to be highlighted. I have experimented with shooting with drones before. It is tough when the shoot is for a long duration. The wind at that height was problematic too. We wanted to shoot at 5.30 pm as the light is perfect then. So I started at 2.30 pm and did dummies till we got it right. And exactly on time, we executed it in a single take," reveals Prakash Varma of Nirvana Films, who shot the commercials. Unlike the West, India doesn't usually promote haunted tourism but this campaign includes Kuldhara, a haunted village near Jaisalmer. "This one was particularly aimed at the younger audience who likes to experiment and explore. We wanted to go beyond the usual colour and music shown to present Rajasthan," says Gharat. The second leg of the project will be out in October/November this year.

The team at O&M Mumbai was beaming at the success of the campaign. "We have a lot of experience in doing tourism ads. Especially for tourism, where there is history, nature, art and culture, one must be careful about what they want to present. The Chief Minister's team wanted us to highlight the cooler, younger side of Rajasthan. People are aware that Rajasthan has a great desert, lots of colour and music. We don't need to tell them that again. We tried to showcase the side that people haven't seen before," concludes Piyush Pandey, executive chairman and creative director, Ogilvy South Asia.

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Rajasthan Tourism's Promotional Films Capture The State's Beauty

Rajasthan and romance go hand in hand. From the grand forts and palaces that whisper timeless tales of love to the unparalleled warmth and hospitality that makes every city feel like home, Rajasthan always leaves one with many reasons to keep coming back.

On August 4, Rajasthan's Tourism Minister Shri Vishvendra Singh unveiled the state's promotional films that capture the state's very essence. In addition, these films are also part of a series of initiatives taken by the Rajasthan Tourism Department to boost the state's tourism branding across domestic and overseas markets.

Making Of The Film

Rajasthan Tourism has embarked on a captivating journey through the film to encapsulate the essence of Rajasthan's magnificent heritage and showcase the state's warm hospitality. These films take the audience on a virtual odyssey through the grand forts and palaces, allowing them to relive and experience the lives of the erstwhile royals and the common people. They further immerse the viewers in the folk culture's vibrant street fairs and festivities. Enchanting with picturesque landscapes, architectural brilliance, and cultural heritage, these films will undoubtedly leave the audience yearning to visit Rajasthan.

Chief Secretary Smt. Usha Sharma said, "I believe that one life is not enough to feel the colour of Rajasthan. Be it thrill, adventure, royalty, festivals or cuisines, Rajasthan is the most preferred tourism state in the country."

The films stand as a testament to months of meticulous planning and execution by the Rajasthan Tourism Department, capturing the vibrant heritage of Rajasthan and showcasing its true essence. By adopting a comprehensive 360-degree approach to marketing in domestic and overseas markets, the Rajasthan Tourism Department has taken significant strides, and these films represent a major achievement in this direction.

Tourism Gets A Boost

The Rajasthan Government has been actively supporting and fortifying the state's tourism sector in recent years. Their tourism policy has not only nurtured the growth of new tourism opportunities but also expanded the presence of traditional and experimental tourism to various corners of the state. As part of their new Tourism Policy, the Tourism Department has undertaken several initiatives to promote tourism, and the production of promotional films is one such endeavour aimed at attracting potential visitors from both the country and abroad.

Recognising the significance of the tourism industry, Rajasthan has designated it as a thrust sector, offering numerous benefits to entrepreneurs. The sector has been accorded industry status, granting access to advantages such as reduced electricity tariffs and UD taxes. To further boost infrastructure development and branding efforts, the Tourism Development Fund, with a budget of Rs 1,500 crore, has been established, promoting the creation of new tourist circuits and destinations to allure visitors to these captivating places.

This article is a travel promotion.

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Rajasthan Tourism to go back to its campaign 'Padharo Mhare Des'

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“Padharo Mhare Desh”:Rajasthan regressed to the tourism slogan!

• India Tours
• 28 Jun 2019

www.India-Tours.com

The Government in Rajasthan reverted back to the slogan Padharo Mhare Desh from the slogan “Jaane Kya Dikh Jaye”. The state Tourism Department also added-“ Rajasthan : the Incredible state of India” as the department logo. The government has replaced the slogan Jaane Kya Dikh Jaye. It has been done to make the visitors identify with the identity established by the slogan of the state and learn about the rich heritage and culture.

Rajasthan is home to many splendid travel attractions for domestic and foreign travelers. It is the land of Maharajas, best in hospitality and rich in traditions and customs. The Tourism Minister also declared that the tourism policy which was promised in their manifesto would be ready in another few days, focusing on tourists, facilities, services, etc. He also told that a committee has been created, comprising of RTDC officials and union members to upgrade the quality of existing services.

It also has been directed in the order passed on 25th January for the new logo to be used. It would prove to be beneficial for the tourism growth as the slogan “Jaane Kya Dikh Jaye” ceased to impact the minds of the people in the sector. Reacting on the slogan change by Government, a spokesperson said that the development of the tourism sector and the state matters the most to them.

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‘Padharo Mhare Desh’: Cong govt in Raj reverts slogan

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The Congress government in Rajasthan has rolled back the previous BJP government’s order and replaced the tourism slogan ‘Jaane Kya Dikh Jaye’ (you don't know what you may see) with an old one, ‘Padharo Mhare Desh’ (welcome to my land), on the department logo. In an order dated January 25, the state tourism department said that the old logo will be used for all communication and publicity purposes. However, the current logo has an additional slogan in English called 'Rajasthan, the incredible state of India'. The tourism minister Vishvendra Singh said that the department will change the logo as the message it sent was unclear and not in keeping with the rich culture and heritage of the state. "We have not changed any tagline or logo but discarded the new one as the message in the older on is clear and it connects. The new logo was just a futile brand promotion exercise on which the BJP government spent a huge amount of money," Singh said. The BJP government had replaced the grand old slogan in 2016. They spent about Rs 9 crore for making the logo and developing the brand campaign, which included short films, social media promotion and creating jingles. The creatives were done by Ogilvy and Mather India. Singh also added that the new tourism policy as promised in the manifesto will be ready in another three weeks and will focus on tourists, facilities and services. Many associated with the tourism industry have welcomed the move. According to Tej Singh Rathore, president of RTDC employees union, "the old logo 'Padharo Mhare Des', captures the warmth of the desert land and the hospitality." An addition of a line in English will help connect with foreign tourists, he said. However, BJP has said that renaming doesn't matter and the new government should continue doing the good work of previous BJP government. "They should focus on good tourism and come up with good policies instead of wasting time in changing logos", BJP spokesperson Mukesh Pareek said. In last one month, the Congress in Rajasthan has been revoking the previous government’s decisions. They renamed the Atal Seva Kendra with its old name Rajiv Gandhi Seva Kendra. They also reintroducing direct election of mayor and made changes in school textbooks as well.

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