The Awesome Assam advertisement

If the new logo of Awesome Assam was criticized for being very badly designed, and the decision to rope in Bollywood superstar Priyanka Chopra as brand ambassador (reportedly at a huge price-tag) was slammed; this latest one will surely leave you with no hope.

Something is amiss at Assam Tourism and it’s now out in the open. Read the advertisement below and decide:

Assam Tourism advt – The News Mill
Don’t miss the catchline – Naturally wild. Kyuki yeh Assam hai!

Promoting one of our best assets – the Kaziranga National Park – with an international superstar endorsing the same, will definitely grab eyeballs and probably lead to tourism footfalls but WHAT WAS THE NEED to define the state as a mere jungle? Is Assam all about jungle and the people jungali? “Naturally wild, kyuki yeh Assam hai,” sounds like a C-grade movie line. You get the drift…

While the news of the advertisement is yet to spread as it was supposedly released in some in-flight magazines only (TNM couldn’t independently verify the same), there are a few posts already on the social media slamming the unthinkable the Assam Tourism department is up to these days. Creativity doomed. One thing is for sure, there’s lack of basic ideas and basic knowledge. God bless us!

Here’s some reactions:

And this:

And, to wind up:

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The News Mill is a Guwahati-based digital media with focus on content from across Northeast India and beyond. We can be reached through [email protected]