BE Viacom18 to promote tourism in Arunachal Pradesh

Media conglomerate Viacom18's brand solutions arm BE Viacom18 has been appointed as a strategic consultant to promote tourism in Arunachal Pradesh.

"Viacom18 has entered a PPP Model with the state government, wherein we will conceptualise and create the best possible plan to make Arunachal Pradesh a 'must experience' location," Viacom18 Business Head, Consumer Products and Integrated Network Solutions Saugato Bhowmik said.

"This unique association in the Indian media and entertainment sector will see Viacom18 tap into the huge potential of government Non DAVP (Directorate of Advertising and Visual Publicity) partnerships and leverage the group's domestic and international media platforms," Bhowmik added.

DAVP is the nodal agency for advertising on behalf of various ministries, departments, public sector units and other autonomous organisations that are funded by the government.

In order to leverage the state tourism, BE Viacom18 will release an audio-visual brand film for Arunachal Pradesh tourism that will be reached out to audiences through the network's broadcast channels, the firm said in a statement.

The promotions will comprise media buys by BE Viacom18 as well as facilitating production houses from Bollywood and other film fraternities to shoot films, music videos, documentaries, television series, reality shows and also explore strategic business IP partnerships on various cultural events in the state.

"The focus for the government this year, thus lies in boosting the tourism sector and making the state a 'Must See, Must Experience' state. For the success of this vision, we need like-minded partners that see and understand our vision and can help us chart this path," Arunachal Pradesh Tourism Secretary Joram Beda said.