Amitabh Bachchan to visit state in March to shoot 6-7 ad spots.
Ads featuring Bollywood icon Amitabh Bachchan promoting tourism in Gujarat are likely to go on air by mid-April. Allegations and counter-allegations from different sections of society do not seem to have derailed the plans, which seem to be on fast track.
Sources in the government said that the pre-production processes are already underway. Bachchan will visit Gujarat in March for shooting six-seven ads lasting about 90 seconds each.
The Mahatma Gandhi circuit in Porbandar, Gir lions, pilgrimage places such as Ambaji, Somnath and Dwarka, the desert of Kutch and the forests of Dangs in Saputara are some of the locations considered for shooting.
Following a meeting of tourism corporation Gujarat (TCGL) officials with Bachchan last week, the actor has sent a letter confirming his appointment as 'Brand ambassador for the state of Gujarat'. He has also recommended a reputed agency like Ogilvy & Mather be appointed for the job, which was accepted by the state government and according to sources, ad wizard Piyush Pandey is working on the project.
Blogging will be an integral part of the campaign. Bachchan is going to maintain 'travel diaries' online, where he will regularly update his travel experiences. In addition to films, outdoor hoardings will be put up all over the country while print ads and his voice over for radio spots are also in the offing.
"The films will be aired on all mainstream channels and some international channels. An envoy like Bachchan, reaching out to a wider audience, is certainly more effective," a source said.
Amidst allegations from politicians and activists alike that Bachchan is delivering the favour of his endorsement to Modi to further the cause of his wife Jaya Bachchan's candidature for the Rajya Sabha from Gujarat, and / or is scouting for free land in the state, TCGL officials said that he is endorsing only tourism in Gujarat and "nothing else".
Despite celebrating 'tourism year' in the past, highly placed government officials have conceded that focusing on tourism is not their priority right now.
Commenting on Big B endorsing Gujarat tourism, Mallika Sarabhai had said at press conference "Modi has chosen someone who lost his position in the Mulayam Singh-Amar Singh combine. It could be that Bachchan wants tax exemption for his films, free land in Gujarat and wants Jaya Bachchan to be made as Rajya Sabha member (with BJP's support)," she added.
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