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 Varma’s film Nishabd.
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.
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