The new video of Awesome Assam, Assam Tourism, featuring Bollywood superstar Priyanka Chopra, has been released and people of Assam have taken a liking to it this time.
What’s Different?
Well, this time, the video, unlike the previous TVC, shows the intricate and lush beauty of Assam. "The video intends to show Priyanka's visit to Assam for her friend's wedding. During the course of the wedding, she visits different parts of Assam and falls in love with the place and the people. The video ends with the wedding of her friend, where she is shown shedding a tear because it's time for her to part with the people of Assam," says Rondeep Gogoi, the Creative Director of the video to G Plus.
Where was it shot?
The shooting of the video has been done at Thengal Manor Resort, Jorhat, Banyan Grove Hotel, Jorhat, and Kaziranga Golf Resort, Burra Sahib's Bungalow, and parts of Nimatighat and Xilghat.
The video shows Priyanka's journey through the mighty Brahmaputra, the lush green tea gardens of Assam, and the luxury resorts of the state. It also shows her devouring a sumptuous spread of exotic Assamese meal. Priyanka could be seen dancing to beats of Bihu and also walking through a Chaklong wedding. "There is much more to Assam than Rhinos, Bihu and tea gardens. In this video, we have tried to dig into the culture and habits of Assam," says Rondeep.
How long did it take to complete the shoot?
The entire video took almost 6 days to be shot, wherein Priyanka had acted for 2 days. For several parts of the film, the team had to use Priyanka's body double to give a feel of the vast stretches of beautiful locations of the state.
The new commercial video intends to throw a whole lot of different feel to the tourists than the previous one. While the previous video was intended to target all categories of tourists, the new video intends to show more of the luxurious aspects of the state. "The previous video was for all people, for the backpackers, for people who travel light, for people who plan travels on the go. This video, on the other hand, has much more luxury elements, like the experience of a river cruise, an elaborate meal, exotic sports experience like golf. This video has been intended to lure tourists who come to Assam for a week-long stay and indulge in exotic experiences," says Gogoi.
Priyanka dancing Bihu along with women from other tribes of Assam showcases the fact that Assam is a land of unity among diversity. Although from different tribes, Bihu is an element that binds people across the state.
The detailed spread of ethnic Assamese cuisine plays a significant part in the video. A chef at Kaziranga Golf Resort had cooked the dishes overnight to present it for the lunch shoot the next day. Although the team refrained from telling the names of the cuisines presented in the scene, they believe that the visual impact of the food presentation has added volume to the commercial.
The Chaklong wedding by the end of the wedding was chosen to portray the rich heritage of Assam. Nayan Nilim played the role of the groom and the role of the bride was done by Priyam Pallabi. To get the hymns and the rituals of the marriage right, the team had to approach the Tai Ahom Research Institute in Moran.
Rondeep, while talking about the experience of working with the Bollywood diva said, "Priyanka is a very professional actress. She takes care of every minute detail that goes into a video. She never agrees for a scene without knowing the logic behind."
The video, although has more detailed elements that the earlier ones, has driven a mixed reaction from the public. While the creative team is of the opinion that they have moved beyond the common elements of Assam, many people still feel that the video lacks in showcasing the real attributes of the state.
The team has not confirmed anything on making any more videos with Priyanka for now. According to the team, if the Assam Tourism Development Corporation Ltd agrees to make another video, the team has more outdoor elements in plans for the people of Assam.
Here are the core members working on the Awesome Assam commercial:
Copywriter: Rondeep Gogoi
Executive Creative Director: Rondeep Gogoi
Director: Lloyd Baptista
Cinematographer: Sejal Shah
Account Management: Ranjan Bargotra, Nikhil Bapat
Music Director: Anurag Saikia
Sound Designer: Amrit Pritam
Drone: Hemraj Bora
Producer: Anand Kumar
Agency Films Head: Dylan Dsouza
Watch the Video Below:
