BE Viacom18 ropes in John Abraham as the Brand Ambassador of Arunachal Pradesh Tourism

~Roping in John as the brand ambassador is the first of many initiatives by Be Viacom18 as consultants for Department of Tourism, Govt. of Arunachal Pradesh~

by Suman Gupta

National, 6th September, 2016: The largest of the seven sisters that form the north eastern part of India, Arunachal Pradesh, or as the name means Land of the Dawn lit mountains, is extremely rich in wildlife and natural beauty. Unfortunately, little had been done till now to popularise the state's tourism appeal among a larger audience. However, all that is now set to change as Department of Tourism, Govt. of Arunachal Pradesh with the help of Be Viacom18 has roped in popular action hero and Bollywood superstar John Abraham as the brand ambassador for the mystical land of Arunachal Pradesh.

Fascinated by India’s land of the rising sun, John Abraham has always shared an affinity towards the state’s culture, history and scenic beauty. His love for the North East has often been highlighted through his immense support to the region. Besides owning the North East football team, John has supported the seven sisters through his participation in “Run for North East”, a marathon hosted earlier in January. Given his fascination towards the region, John Abraham is the most suitable choice to represent the mystical land, Arunachal Pradesh.

Elated on the appointment of the state’s brand ambassador, Joram Beda, Tourism Secretary, Govt. of Arunachal Pradesh said, “Our focus this year lies in boosting the tourism sector and making Arunachal Pradesh a ‘Must See, Must Experience’ state. For this vision’s success, we need like-minded partners that see and understand our vision and can help us chart this path. We found such a partner in Viacom18 who have helped us get John Abraham, a superstar, an adventurer and a great human being on board. John has played a pivotal role in promoting North East India, primarily by putting NEUFC on the map of sports. We believe our association with him will strengthen our purpose of putting out our state in the Indian diaspora as a prominent tourist destination.”

Commenting on the partnership with Arunachal Pradesh and roping in John Abraham as the brand ambassador for the states' tourism, Sudhanshu Vats, Group CEO, Viacom18, said, "Arunachal Pradesh is a traveler's paradise and a land of untold tales. In John we have a celebrity who shares our enthusiasm of weaving the stories of the mystical land into a single narrative of 'Must See, Must Experience' Arunachal Pradesh tourism. After all a journey is best when it is entertaining!"

Excited about representing Arunachal Pradesh tourism, John Abraham said, “I am honored to have been chosen to promote the tourism of Arunachal Pradesh. I have always been fascinated with North East India: each state has its unique beauty, history and culture. It’s a state rich with culture, mysticism, great people and stunning views. When I’m there, all I need is some music, my boots to walk around and a mind free from all worries to be able to embrace the mesmerizing beauty of Arunachal Pradesh.”

One of the unexplored lands of the country, Arunachal Pradesh can be best described as India’s mystical lands. The largest state of the north-east with the least population density, Arunachal Pradesh is the perfect detox from a bustling city life. The mystical land is the ideal getaway for those seeking solace in tranquility and happiness.

About Viacom18

Viacom 18 Media Pvt. Ltd. is one of India’s fastest growing entertainment networks and a house of iconic brands that offers multi-platform, multi-generational and multicultural brand experiences. A joint venture of Viacom Inc. and the Network18 Group, Viacom18 defines entertainment in India by touching people on air, online, on ground, in shop and through its cinema.

About Integrated Network Solutions

Integrated Network Solutions (INS) is a division of Viacom18 Media Pvt. Ltd. The one-stop brand solution offers unique & impactful experiences through a revolutionary combination of multi-dimensional marketing & engagement platforms. Launched in 2013, INS provides exposure that is Insightful, Inspiring and Instant in connecting with audiences across age groups through its three multi-dimensional marketing platforms – Live Viacom18, BE Viacom18 and Spotlight.

Live Viacom18 engages with millions of consumers through impactful large format live properties such as VH1 Supersonic, MTV VMAI, Nick KCA, MTV Emerge, MTV Extreme, and Comedy Central Chuckle Festival amongst others.

BE Viacom18 leverages the power of One Viacom18. It customizes in-program and in-film opportunities for brands across Viacom18 channels and Motion Pictures.