khusboo gujrat ki campaign , case study of gujrat

1. 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

3. 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

4. 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.

5. 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

6. BEAUTIFUL SLOGANS
Extract from Amitabh Bachan’s TVC:
Moksha ka dwaar hai dwaarka
Chaaro dhaamo mein se ke dhaam
Yahan baste hai murli manohar shaam
Yahan ki hawa murli ki mithaas hai
Aur suryaast mein morpankh ke rang
Krishna ki yeh nagri dwarka
Yahaan khushboo hai bhakti ki jhaakiyo ki raasleela
ki yahaan khushboo hai Gujarat ki

24. During FY15, 19.2 million Business Travelers visited Gujarat registering a
growth of 12.38%, Business travelers account for nearly 59 per cent of the net
tourist inflow in to this industrialized state, leisure travelers grew by 17.7 % to
2.4 million. Spiritual tourists account for nearly 31 per cent of the tourist inflow
at 10.2 million, growing by 16%.

33. Advertisment showing Brand Ambassador
in Dholavira

34. Advertisment portraying Somnath Temple

35. Gujarat Tourism stall at the India
International Travel Mart 2011

36. Delhi Metro Branding

37. Picture depicting Rann of Kutch

38. Promotion of Kite Festival - Uttarayan

39. DIKSHA KAPOOR
MBA(TTM)
ROLL NO.-0900615