NDTV has embarked on a nationwide campaign, titled ‘7 Wonders of India’, in association with the Ministry of Tourism’s Incredible India campaign. The campaign will uncover the seven best natural and man-made marvels in the country. This is the first time that a television network has joined hands with the Tourism Ministry to celebrate India’s incredibly rich heritage. This initiative is supported by State Bank of India and Tata Indicom.
State Governments across the country will also take part in all on ground activities to take this campaign to the grassroots. The ‘7 Wonders of India’ campaign aims to provide an interactive and innovative platform for citizens from all states, clubbed in 16 clusters, to choose the incomparable wonders in their state. The campaign, which commences in September 2008, will be held over a period of one year. The creatives of the campaign have been done by Equus Communication.
Speaking on the occasion, Dr Prannoy Roy, Chairman, NDTV Ltd, said, “India is a treasure trove of astonishingly beautiful creations of art and architecture. It is our privilege to partner with the Ministry of Tourism’s Incredible India campaign to discover and bring forth these wonders tucked away around the country. We are confident that NDTV’s unique initiative will give people not only in India but across the world an opportunity to enjoy the magnificence of our 5,000-year-old heritage.”
A series of special features on nominated heritage properties from each state would be telecast on NDTV. Each month, seven uppermost choices in two state clusters would be declared. The top wonder from each of these states would be nominated for an all-India selection. NDTV viewers would be invited to submit their choices online or through SMS. There would be a mass media campaign through print, radio and Internet. In a grand finale, the seven wonders of India would be announced on NDTV.
Ambika Soni, Union Minister for Tourism and Culture, said, “India is a land of incredible wonders that has to be explored and admired. We hope that this year-long campaign will encourage people to visit and experience the beauty of our marvelous heritage properties and also safeguard them for our future generations. It is a pleasure to join hands with NDTV to promote our culture and heritage. This campaign will blend very well with the Incredible India campaign and bring tourists both from India and abroad.”
The campaign involves programming on NDTV and public participation through mass media, ground events and signature campaigns.