Naturally Naughty: Kyuki Yeh Mera Viewpoint Hai

Imagine you are planning a long holiday with your family or friends. Based on what, would you choose the place you would visit? Would you explore on the net the various destinations or major attractions situated in those places like a beach or a wildlife sanctuary? Would you not gaze through catalogues of various harbors of tourist interests available all over the net? Or would you rather see who the brand ambassador of the tourism sector of that state is? If Bihar had Katrina Kaif as the Brand Ambassador of their tourism department, would that mean an increase in the number of tourists to that state?

For long I have been a vocal supporter of the BJP Government in both the Centre and our state. I am not one of those seculars who raise the issue of ‘Save Water’ only during Holi. It has become quite fashionable to oppose and protest against the Government like enlightened souls in present times. I have been constantly adamant that this Government is far more active and responsive while dealing various issues of the country by a fair margin. But on the other hand, I am also not a blind supporter of the BJP. Hence, I am very much disappointed with the latest unfolding around the workings of the tourism department of our state. Firstly the very non-creative logo of Assam Tourism and then roping in a supposed international star as the Brand Ambassador, these events were a setback for the new Government. There was nothing Assamese about the entire campaign. Even Mary Kom would happily agree to that. No pun intended!

Let us first come to the new Assam Tourism poster. Few parts of Assam being naturally wild is geographically understandable but Assam as a whole cannot be deemed as just a jungle-state. Come on! We have long lived under the wrong perception of the entire country that we are forest dwellers. We don’t need to be once again introduced as ‘Wild’ from a Baywatch perspective! So as a tourist, when someone views that advertisement of Assam Tourism, what would be their take on that very sensual message? What is so unique about being ‘Naturally Wild’? Who on earth is unnaturally wild? In fact, everybody has a wild side to them. Even America might not have been so Naturally Naughty!

Surely Assam Tourism could have done with somebody better than Priyanka Chopra. I might sound sexist but using female human beings mostly for attracting people is going way out of bounds. And this trend of appointing a Bollywood celebrity everywhere from marketing fairness creams, Cricketing Leagues, Football Leagues and even tourism Departments need to be put to rest! Why can’t some sportspersons be chosen as the Brand Ambassador of our state tourism department? Ever heard of Shiva Thapa? On the darker side, Quantico and Baywatch solely doesn’t elevate anyone to an International Star. But my problem isn’t exclusively with PC. It seems the Tourism Division of the Assam Government ran out of ideas and time to ponder upon a more attractive and creative visualization of our state. Assam had been reeling in the lowest of the lows during these past 15 years. The rural places including the Dima Hasao districts, BTAD, Chirang, Kokrajhar to name a few have seen the worst of days without any improvements during the last Government. The situation hasn’t been exactly developing even now. During the elections, I, along with the people of Assam have put our faith in BJP while having an optimism that the new established Government churns out the various problems of our state. These specially mentioned stretches need significant attention so that they move towards a dignified solution where both the people of these areas and tourists, if any would sprout interests to visit them. There was a reason why Assam voted for a change. We deeply hope the Government lives up to all the expectations. Priyanka Chopra or No Priyanka Chopra, the first and foremost thing is to make Assam a favourable place of visit for every person in this world. Infrastructures and State Landmarks such as Kaziranga National Park, Orang National Park and others should be freed from poachers and other elements that are slowing or derailing their progress. Protecting the treasured One-Horned Rhino is one of the many crucial responsibilities. Existing pillars should be strengthened and new pedestals should be developed in such a way that we don’t have to depend on a brand ambassador who takes away huge chunks of the State Money which is very impractical considering the extremely poor state of affairs in some of the remotely rural places of Assam! Let the Government take necessary steps. We should also contribute in whatever capacity we can to make Assam a landmark in the map of major tourist destinations!

Joi Aai Oxom!