Kerala tourism to sign
Big B and Aishwarya Rai as brand ambassadors
(9 May 2006 8:00 pm)
MUMBAI: Kerala Tourism is gearing up to launch a fresh marketing
campaign to cash in on the upcoming monsoon season. The Board is
on the verge of signing up Indian superstar Amitabh Bachchan and
Bollywood heartthrob Aishwarya Rai to drive the campaigns.
The plan is to produce two ad films, targeting two separate market
segments. While Big B will promote "God's Own Country"
in India, Rai will feature in an Ayurveda tourism commercial targeted
at the international audience.
Though the stars are yet to sign a formal contract, Kerala Tourism
officials have reportedly confirmed reaching a "verbal agreement".
Bachchan is presently in the state, shooting for Ram Gopal Varmas
The Kerala government has earmarked Rs 110 million annual ad budget
for Kerala tourism. Stark Communications handles Kerala Tourism's
creative account. Last year, Kerala Tourism had roped in ace Indian
film director Santosh Shivan to direct its ad campaign.