MP tourism captures the rhythm and beauty of the state with Anoushka Shankar

New Delhi: Madhya Pradesh Tourism, in collaboration with Grammy-nominated sitar virtuoso Anoushka Shankar, Span Communications, and Venus Productions, has released a campaign film celebrating the rhythm, beauty, and soul of Madhya Pradesh.

Designed as a cinematic symphony, the film pairs Anoushka Shankar’s sitar compositions with visuals of the state’s landscapes, wildlife, art, and heritage. Filming took place across more than ten locations, including Gwalior, Chanderi, Orchha, Khajuraho, Maheshwar, Mandav, Sanchi, Maihar, Jabalpur, and Bandhavgarh.

Under the creative guidance of Vishal Bhardwaj and the direction of Ravi Jain, the film’s score captures the spiritual essence of Madhya Pradesh, from Khajuraho’s temples to Maheshwar’s ghats and the jungles of Bandhavgarh.

Sheo Shekhar Shukla, Additional Chief Secretary, Department of Tourism, Culture, Home and Religious Trusts and Endowments, Government of Madhya Pradesh, and Managing Director of the MP Tourism Board, said, “Madhya Pradesh is a living symphony of culture, nature, and history. Collaborating with Anoushka Shankar, whose artistry reflects that soulful essence, has allowed us to create more than a film, it’s an invitation to feel the heartbeat of our state.”

Speaking about her involvement, Anoushka Shankar said, “It feels like a homecoming for me to be working on this project, given my roots in India and the incredible talent and team behind it. I hope this film does justice to the beauty and richness of Madhya Pradesh.”

Vishal Bhardwaj, Creative Director, added, “Madhya Pradesh is a treasure trove of colours, textures, and emotions. Anoushka Shankar's sitar playing is the perfect complement to the state's rugged beauty and rich cultural heritage. We wanted to capture the essence of MP's soul: its people, its landscapes, its music, and the creative team has done justice to that vision. The film is a love letter to the state and its people.”

Naresh Kheterpal, Founder and CEO of Span Communications, said, “MP Tourism is more than just a brand, it's an experience. We're thrilled to have partnered with Anoushka Shankar to showcase the state's diverse offerings in a way that's both authentic and captivating. Our campaign strategy was designed to highlight the state's unique selling points, from its stunning landscapes to its rich cultural heritage, and we believe this film will resonate with audiences nationally and internationally.”

Director Ravi Jain commented, “As a director, I’m always on the lookout for stories that are rare and untold. It’s not every day that you find a combination as extraordinary as this. Anoushka Shankar’s music, combined with the timeless beauty of Madhya Pradesh, became the perfect foundation to create something timeless. I’m confident it will leave a one-of-a-kind impact, poetic, evocative, and a heartfelt invitation to the world. This is a musical voyage unlike anything seen in tourism campaigns before.”

Anil Jain, Producer at Venus Productions, said, "Producing a film like this is always a logistical challenge, but the end result makes it all worthwhile. Our team worked tirelessly to capture the soul and beauty of Madhya Pradesh, while Anoushka Shankar’s incredible artistry added a profound layer of emotion and depth. From planning to execution, along with Span Communications the journey was seamless, and we’re truly proud of what we’ve created."

Other key credits include Abhishek Arora in music production, Lakhan Rathore as director of photography, Suvir Nath as editor, and aerial cinematography by Shitij Arora. With its evocative music, cinematic visuals, and narrative depth, the campaign highlights Madhya Pradesh Tourism’s ongoing efforts to inspire travellers to explore India’s heartland, where music meets majesty.

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