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Maharashtra Tourism to promote state’s unsung history through cinema advertising

By M4G Bureau - January 16, 2020

Directorate of Tourism, Government of Maharashtra has partnered with Tanhaji movie to preserve and cherish “Unsung” History of the state

Maharashtra Tourism has undertaken a unique association betweenDirectorate of Tourism(Entrusted by the State Government of Maharashtra to carry out commercial and promotional tourism activities for the state)andTanhaji: The Unsung Warrior, a Historical Period Drama movie released last week.

The film boasts of a stellar cast with respected actors like Ajay Devgn, Saif Ali Khan, Kajol, Sharad Kelkar, Jagapati Babu, among others. The film explores the life of a warrior named Tanhaji Malusare, one of Chhatrapati Shivaji Maharaj`s closest aides and trusted lieutenants, whose acts of valour still lingers in the soul of our nation.

As part of this association, Directorate of Tourism has aimed to attract people to relish the “unsung” beauty of the state, by celebrating its rich heritage. Directorate of Tourism has joined hands with the film to encourage people to come and relive the wonderful glories of warriors like Tanhaji, whose memories are still treasured in the mesmerising forts of Maharashtra. They have created a co-branded TVC which is being showcased across TV, Cinema Advertising & Digital mediums.

Speaking on the association,Dilip Gawade, (IAS), Director, Directorate of Tourism, Govt. of Maharashtra says, “Our heritage sites are the fossils which preserve the events of our vast history. We strongly feel that each one of us should be privileged enough to be aware and laud the acts of unfathomable bravery of our ancestors. Like many other states of our historically rich and diverse country, Maharashtra too houses a vast array of forts such as Sinhagadh, Raigadh, Sindhudurg, Pratapgadh etc. which help us get a glimpse of our past. We have created a co-branded campaign with the movie to encourage people to visit and know more about such historical locations situated in the state. Ajay Devgn is immensely revered in our country, and thus, this association with his film Tanhaji: The Unsung Warrior will prove to be a significant tool of communicating our ideas to the public.”

Commenting on the association, spokesperson representing both the production houses says, “Considering the impact of cinema in people’s lives, we think that this association will widely popularise the underrated heritage gems of our state. It seems to be a perfect collaboration as in our film Tanhaji, even we aim at depicting the acts of gallantry of some of our “unsung” warriors. Hence, in both the cases, we are trying to do our bit in highlighting and glorifying those aspects of our history which deserve to be known.


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