Celebrating Spirituality

Challenge:
As part of its efforts to strengthen Assam’s tourism landscape, the Assam Tourism Development Corporation (ATDC), under the Department of Tourism, sought a communication campaign to promote the Ambubachi festival and attract devotees from across the country.

Solution:
Celebrating Spirituality — a strategic campaign launched in 2017 across print and television — captured the mystical essence of the festival, inspiring a remarkable rise in devotees visiting from different parts of India that year.