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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

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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West Bengal Government to Use High-Tech Drones for Connecting Critical Patients with Hospitals

Everything is under the thought process and depends on the feasibility study

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West Bengal, Government, Drones
A feasibility study will be taken up to see if aerial robotics can be used to improve the healthcare facility in remote villages. Pixabay

In order to improve healthcare services in the remote areas of the state, the West Bengal government is thinking of using high-tech drones for connecting critical patients with hospitals and to facilitate immediate availability of supplies like blood reports from the labs and so on.

“A feasibility study will be taken up to see if aerial robotics can be used to improve the healthcare facility in remote villages. Everything is under the thought process and depends on the feasibility study. Healthcare is one of the key areas of the Mamata Banerjee government,” said the head of Chief Minister’s monitoring cell, Colonel (retd) Diptanshu Chaudhary.

He said once the idea seems feasible and the pilot project is successful, the government hospitals in areas like Darjeeling, Sunderbans and other remote villages would be equipped with these latest technologies which will add a new chapter to India’s medical history.

West Bengal, Government, Drones
In order to improve healthcare services in the remote areas of the state, the West Bengal government is thinking of using high-tech drones for connecting critical patients with hospitals, Pixabay

“The idea is to help a critical patient during the first four hours and save his life. For instance, if an immediate blood report is needed, drones can be used to get it from the nearest lab in such places,” he said.

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The Chief Minister’s monitoring cell ensures that the marginalised people get the best support as far as the beneficiary schemes are concerned. The body also tries to keep a check on corruption. (IANS)