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Bollywood’s superstar Shah Rukh Khan mixes Rabindranath Tagore’s eternal symphony ‘Bideshini’ in West Bengal Tourism ad

The newest ad promoting Bengal Tourism is a visual treat full of Tagore's tunes, Bengal's majesty through a foreigner's eyes and SRK's natural charisma

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A fan Dangal between the onscreen Dangal girls for Shah Rukh Khan
Shahrukh Khan, VOA
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Kolkata, Feb 6, 2017:  Bollywood’s superstar Shah Rukh Khan’s signature style mixes with Nobel laureate poet Rabindranath Tagore’s eternal symphony in inviting tourists from faraway lands to Bengalin the latest advertisement to promote tourism, that cuts through stereotypes.

The three-and-half minutes long video montage takes viewers on a joy-ride from the chandeliered Rajbaris of Bengal, ceiling-high stacks of books in the narrow alleys of College street, immersive terracotta temples of Bankura, psychedelic masked Chhau dancers, Sundarbans mangrove’s fishermen with backward facing masks to the rolling tea gardens of Darjeeling hills — all through the experiences of a foreigner.

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The video, which has been receiving “an overwhelming response” from viewers on social media from all over the world, sees Shah Rukh, Bengal’s brand ambassador, crooning to Tagore’s “Ami Chini Go Chini Tomare, O Go Bideshini” (“I know you, oh lady from faraway land”) while serenading the foreigner in a tram car in typical Shah Rukh way.

“We have received extremely positive response from the ad and it is being shared all across on social media as part of our aggressive tourism campaign,” Bengal Tourism Minister Gautam Deb told the media.

According to Deb, “The essence of our tagline ‘Welcome to Bengal – The sweetest part of India’ is the state’s hospitality which caters to guests from India and abroad. We want foreigners to think of Bengal first when they see the ad and plan to visit India.”

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An Ogilvy & Mather, Kolkata, concept, the film has been directed by Prakash Varma of Nirvana films.

Instead of opting for typical and very age-old Bengal tourism props such as rosogollas (spongy sweetmeats) or hand-pulled rickshaws, the montage offers glimpses of relatively lesser known prospects such as the state’s relationship with graffiti art and its love for mustard-infused bhetki paturi (fillet of bhetki in banana leaf envelopes).

A touch of tradition is played out at the same time as the foreigner lady indulges in Sindoor Khela (women smear vermilion at each other at the conclusion of Durga puja), listens to Bengal’s very-own folk baul music and drives through the expansive Howrah Bridge across the Hooghly river.

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Reflecting the continuity of cultures, the viewer rides along with the fair lady, who has come to attend a wedding, in buses, a yellow cab, the toy train and the tram. Her journey in Bengal is matched to score with a Bong background laced in baul tunes and sounds of the Shehnai, with the lilting tunes of Tagore accentuating the ebb and flow of a sojourn. (IANS)

– prepared by Durba Mandal of NewsGram. Twitter: @dubumerang

 

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Shah Rukh Khan Feels The Need of Video Literacy in Our Country

On work front, Shah Rukh will be seen in Anand L. Rai's "Zero" followed by Mahesh Mathai's "Saare Jahaan Se Achha" playing role of an Indian astronaut Rakesh Sharma

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A fan Dangal between the onscreen Dangal girls for Shah Rukh Khan
Shahrukh Khan, VOA

Bollywood superstar Shah Rukh Khan has said that we need to have video literacy in our country.

Shah Rukh Khan was addressing the media at the “Mumbai 2.0” event here on Saturday. It was organised by the Government of Maharashtra along with Chief Minister Devendra Fadnavis.

Shah Rukh said that he wants to work towards growing video literacy in India, he said, “Now I have got the opportunity to do something at least in my field from which our younger generation can learn something. I think with social media, media itself has become a larger platform than it was just with television and films whether it was Indian films or even international television,”

“Social media is making everybody media savvy and I feel we still don’t have video literacy in our country. Cinema is an audio-visual medium and our culture is mainly based on talking. We are the people who listen to music and we talk a lot in our country but we don’t give importance to visual medium. We have poets, writers and singers but visual medium is growing so fast all over the world.”

Shah Rukh Khan
We need to have video literacy in India: Shah Rukh Khan.

Shah Rukh added that one has to learn to differentiate between good and bad content, he said, “When we earlier used to listen to ‘Twinkle twinkle little stars’ poem then we used to imagine stars in front of our eyes but now everything is available on internet so, one has to learn to differentiate between good and bad content and for that, we need to have video literacy.”

Shah Rukh said it is important to make sure the younger generation is aware about the glorious culture of the country.

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“I believe in archival and I feel things should be archived. We have film division in Mumbai so, I know that people are making their effort on that front but I wanted to establish an archival centre and that archival centre can develop digital content for children also.”

On work front, Shah Rukh will be seen in Anand L. Rai’s “Zero” followed by Mahesh Mathai’s “Saare Jahaan Se Achha” playing role of an Indian astronaut Rakesh Sharma. (IANS)