Photo: Bhaskar Sitley
To enhance tourism promotion of the picturesque Adi Kailash and Om Parvat mountains, Uttarakhand Tourism Development Board (UTDB) has partnered with Prime Focus Technologies (PFT) to create a visually stunning video of the region. Known for its AI capabilities and superior media services, PFT specializes in meticulously crafting videos, perfecting them in post-production and driving success through strategic promotion. The collaboration between UTDB and PFT is expected to showcase the diverse landscapes, rich history and unique tourism experiences, helping to position Uttarakhand as a global tourism hotspot. PFT’s “Homeland of the Himalayas” initiative focuses on two key areas: (1) revamping the brand identity of Uttarakhand tourism and (2) creating quality content to boost tourism.
“The ‘Homeland of the Himalayas’ initiative marks a milestone in Uttarakhand’s journey towards global recognition,” said Sachin Kulbe, CEO, Uttarakhand Tourism Development Board (UTDB). “Through innovation and collaboration, we are ready to unveil the true essence of the state and let the world experience Uttarakhand’s unmatched beauty and spirituality.”
Photo: Bhaskar Sitley
With over seven Oscar awards under its belt, Prime Focus’ end-to-end creative services, innovative branding strategies and content creation expertise are playing a key role in shaping a contemporary image of Uttarakhand that still resonates with its spiritual roots.
“Located in the beautiful Kumaon region of Uttarakhand, Adi Kailash attracts adventurers and nature lovers alike,” said Sachin Kurbe, CEO, Uttarakhand Tourism Development Board (UTDB). “In collaboration with PFT, we hope to unveil the mystique of Adi Kailash to the world and invite all to experience its timeless charm.”
Uttarakhand’s new brand identity
The initiative aims to strengthen UTDB’s market position and appeal to new demographics by revamping the state’s visual identity and messaging.
PFT’s tourism tagline “Home in the Himalayas” is the foundation of this ambition. UTDB has collaborated with renowned singer Shubha Mudgal to craft an inspiring lyrical journey set against the serene backdrop of Adi Kailash. Her voice weaves a tapestry of spiritual and natural grandeur, vividly portraying the essence of this sacred landscape. The footage showcases vast panoramic vistas, lush valleys, vibrant villages and meandering rivers. From orchestrating the shoot using top-class equipment in the region’s harsh highlands to seamlessly editing the footage, PFT expertly handled every aspect to bring Uttarakhand to life for the audience. PFT utilized state-of-the-art post-production services to create a high-quality, professionally polished product to ensure the footage stands out. The song is more than just music, it is a tribute to truth, sanctity and beauty, a heartfelt and divine experience that Shubha Mudgal expresses through her captivating vocal talents. Click here to watch the video.
Photo: Bhaskar Sitley
“At PFT, we have specialised in the tourism sector by spearheading creativity and innovation to showcase India’s rich cultural heritage and natural wonders to the world,” said Ramki Sankaranarayanan, Founder and Global CEO, PFT.
Recognising the potential of the people of Uttarakhand, a comprehensive PFT training programme aimed at equipping local talent with the skills required for quality videography and photography has been proposed to the Uttarakhand Tourism Department. The programme will create employment opportunities and ensure that locals actively promote tourism in Uttarakhand, making the state self-reliant in content generation.
“Nurturing local talent is at the heart of the ‘Himalayan Homeland’ initiative,” said Bhaskar Sitley, Senior Vice President, Techno Creative Solutions, PFT. By providing training and resources, we hope to nurture a generation of storytellers who will showcase Uttarakhand’s beauty and traditions to the world, ensuring a sustainable and inclusive future for tourism in the state.”
Photo: Bhaskar Sitley
About Uttarakhand Tourism Development Board:
The Uttarakhand Tourism Development Board advises the Government on all matters relating to tourism in the state. This statutory board is chaired by the Tourism Minister, Government of Uttarakhand and the Chief Secretary of Uttarakhand is the Vice-Chairman. The Chief Secretary/Tourism is the Chief Executive Officer. There are also five non-official members from the private sector and experts in tourism related issues on the board.
For more details, visit https://uttarakhandtourism.gov.in/
Photo: Bhaskar Sitley
About Prime Focus Technologies:
Prime Focus Technologies combines the power of creativity and technology to deliver visually stunning and compelling omnichannel content. PFT works with leading broadcasters, OTT platforms, sports organisations, brands and government organisations including Lok Sabha, NFAI, NFDC, Associated Press, BCCI, Asian Cricket Council, International Cricket Council Channel 4, PBS, Disney+ Hotstar, 9XM, National Geographic, Viacom 18, Warner Bros. Discovery, Jio Studios, Insight TV, Dabur, Tata Play, Tata Consumer Products, Tata Motors, TVS, Amazon, Soch, HUL and Bangalore International Airport.
For more information, visit www.primefocustechnologies.com.
Disclaimer: Content produced by UTDB
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