Karnataka Tourism: Drives you away

The treatment for this tourism advertisement is jerky, disjointed, weird and nonsensical. The ad may even cause those people who were thinking of Karnataka as a destination, to re-jig their travel plans

Having spent a considerable period of time in Karnataka, I can easily say it's an interesting Indian state when it comes to tourism. Especially in terms of history, religion and culture. But sadly, Karnataka has always been a big zero when it comes to promoting itself. And even worse, has the poorest record of preserving and cherishing its historical landmarks.
It is with this reference point that I watched the new Karnataka Tourism advert. 'Discover New Worlds' is the theme, and that cliché immediately warned that I should look forward to some extremely trite stuff. The commercial features travel in the state by two young, happening 'dudes', which is what they call each other. By the way, one good example of creative laziness in the Indian ad world is that the moment they want to speak to Young India, they use the word 'dude'. Assuming that the job of 'connecting' with them is already done. It isn't, dood!

Anyways, the ad features hurried shots of the 'dudes' taking in (and goofing around) the predictable highlights of Karnataka. Hampi, elephants, temples, hills, rivers, you can easily complete the list. One thing they forgot to include, of course, is the huge traffic snarls of Bengaluru.
Here's my take: The treatment is jerky, disjointed, weird and nonsensical. Guess Karnataka Tourism wants the young backpackers to come there, and has therefore used this quirky approach. But here's the problem that happens with this so-called 'youthy' treatment: None of the beauty of Karnataka gets captured. They have made even the spectacular Hampi, a world heritage site, look unattractive. And beautiful locales are at the heart of all tourism. Even the most broke, the most debauched backpacker seeks some degree of beauty when he travels (even if that happens to be the topless blondes of Anjuna, Goa). Instead, with this amateurish approach, Karnataka comes across as a dirty, shabby state, that's best left by-passed. In an attempt to look different from Kerala's wonderful, mystifying, picturesque ad, the Karnataka Tourism buggers have dropped the axe on their own feet. Am sorry to say, even for those people who were thinking of Karnataka as a destination, this ad will make them re-jig their travel plans.
So, there you are. A tourism ad gone horribly wrong. As wrong as the BJP has been with its choice of the chief minister of that state. As for my own holiday plans: anywhere but Karnataka. Right now, even Japan sounds like a better idea.




6 years ago

i think this is the only ad you have seen in your life. one ad campaign may be bad. but not all. you cannot judge the product by one ad.

NPCIL to revisit all atomic power plants

SK Jain, CMD of Nuclear Power Corporation of India, stated that India's reactors have "successfully" withstood the strongest Bhuj earthquake and tsunami in 2004, adding that they would not compromise on safety and definitely make a revisit

Chennai: Public sector Nuclear Power Corporation of India (NPCIL) on Thursday said it would revisit all the atomic power plants in the country in the wake of nuclear crisis in tsunami-struck Japan, reports PTI.

"We will sincerely revisit (all the nuclear power plants) whether there is any need for augmentation..," NPCIL chairman and managing director SK Jain told reporters at the atomic power station in Kalpakkam, about 60km from here.

Pointing out that Indian reactors have "successfully" withstood the strongest Bhuj earthquake and tsunami, he said they would not compromise on safety and definitely make a revisit.

"Our reactors have successfully withstood the worst Bhuj earthquake and tsunami but that does not mean we can be complacent. We will definitely revisit, we will augment it and show it all to our countrymen," he said.

He said India has 85 monitoring stations to examine the radiation levels in the atmosphere.

"If there is any increase in the radiation levels, within seconds it is known to our crisis management group and emergency centre which are located at 85 places across the country," he said.

He pointed out that after the tsunami in 2004, the diesel generator level at Kalpakkam Atomic Power Station was increased by two metres.

"Earlier the height of the diesel generator was 10.68 metres... But after the tsunami, it has been raised to 12.68 metres...," he said.

Besides, he said they had also set up a wall across the Kalpakkam Atomic Power Station at a cost of Rs30 crore designed most scientifically to prevent the reactors getting affected by such natural disasters.

Mr Jain said the nuclear reactors at the Kudankulam Nuclear Power Plant were designed in such a way that the reactor would remain the same and shutdown automatically even if the entire crew members were out.

"The new reactors we are setting up at Kudankulam...

though the cost has increased three or four times.. Even the if entire crew was out, the reactor will remain the same," he said.


An opportunity out of the catastrophe

Despite the magnitude of the quake, Japan could be able to deal with the aftermath, however severe it might eventually be. It is the world's largest creditor as well as its largest debtor and has $886 billion worth of dollar reserves. It might be able to rebuild without adding to the national debt.

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