NAME :- DIKSHA KAPOOR

DEPATRMENT :- MBA(TTM)

SEM:- 2ND

TOPIC :- A CASE STUDY OF KHUSBOO GUJRAT KI CAMPAIGN

COURSE TITLE :- TOURISM RESOURCES OF INDIA

ROLL NO. :- 0900615

PROGRAMME CODE :- PGTTM2C004T

SUBMITTED TO:- Dr. AMIT GANGOTIA

ASSISTANT PROFESSOR

India is full of beautiful wonders both natural and manmade. Within this wonderful country there is so much to see and so much to experience, so how to pick up where to go? But when the country heard Amitabh talking about the land of legends-Gujarat, all eyes and ears were on it.

The initiative by Gujarat government has highlighted not only the places and culture but also given these places a life! The emotions attached to the place and the culture has been beautifully described in words and videos that have given a memorable frame to the Gujarat tourism. Now everybody knows the Khushboo of Gujarat and remembers Amitabh’s smiling face giving a warm invitation from his heart saying

“Kuch din toh guzaaro Gujarat mein!”

BACKGROUND

Launching of the “Fragrance” The Campaign which was initiated in May 2010 was finally launched in September 2011 on 31 TV channels on prime time slots prominently on Star, Zee, National TV and niche channels like Animal Planet, Discovery. News channels as well as international channels CNN, Sky news, NDTV. The strategy was indeed a smart move in giving the campaign a desirable launch. The endeavour to focus diversity of Gujarat in its entirety justified by the positioning ―Breathe in a bit of Gujarat‖(Khushboo Gujarat Ki) through this approach, apparently seemed to pay off rich dividends for the Brand.

The statistics published in Economic Times ,its momentum in the growth for the year 2014-2015, last year gujrat welcomed 32.6 million tourist up from 28.7 million in 2013-14.it was an increase of 13.5% in tourist arrival .Today, the unique White Rann attracts a variety of tourists including the widely travelled tourists. Economy in Kutch has boomed and local artisans have benefited due to the festival The Khushboo Gujarat ki campaign not only created a solid awareness for the campaign but today Gujarat's tourism has grown and now it stands on the fifth spot among states in India, after Rajasthan, Kerala, Maharashtra and Goa.

To promote tourism and to adopt such methods and devices desirable and necessary to increase awareness around state‟s tourism assets by providing tourist centers, tourist information centers and also by producing, distributing, selling tourist publicity materials. To acquire and take over any of tourist homes, bungalows, cottages, rest houses, guest houses, holiday camps, picnic spot, places, hotels and such other places owned, developed and/or managed either by the Govt. of Gujarat or by the private bodies and to run the same in a efficient manner. To take over established, developed, improved, manage and organize places of tourist interest including pilgrimage centers, hill resorts, beaches, coastal tours, health resorts, scenic beauties, dam sites, picnic spot, mountain peaks, safari parks, national parks, centuries and selected tourist areas etc. in the state of Gujarat and elsewhere. To take over, manage, promote and develop existing hotels and or improve, run and maintain hotels, motels, canteens, cafeterias, restaurants, traveler's lodges, guest houses, and other places for the purpose of boarding, lodging and stay of tourists.

PRINICIPLE OBJECTIVES

BEAUTIFUL SLOGANS

Extract from Amitabh Bachan’s TVC: Moksha ka dwaar hai dwaarkaChaaro dhaamo mein se ke dhaamYahan baste hai murli manohar shaamYahan ki hawa murli ki mithaas haiAur suryaast mein morpankh ke rangKrishna ki yeh nagri dwarkaYahaan khushboo hai bhakti ki jhaakiyo ki raasleela

ki yahaan khushboo hai Gujarat ki

During FY15, 19.2 million Business Travelers visited Gujarat registering agrowth of 12.38%, Business travelers account for nearly 59 per cent of the nettourist inflow in to this industrialized state, leisure travelers grew by 17.7 % to2.4 million. Spiritual tourists account for nearly 31 per cent of the tourist inflowat 10.2 million, growing by 16%.

Advertisment showing Brand Ambassador in Dholavira

Advertisment portraying Somnath Temple

Gujarat Tourism stall at the India International Travel Mart 2011

Delhi Metro Branding

Picture depicting Rann of Kutch

Promotion of Kite Festival - Uttarayan

DIKSHA KAPOOR MBA(TTM)ROLL NO.-0900615