Venus Productions in partnership with creative agency Span Communications created a series of five video campaigns for Madhya Pradesh Tourism. The campaign features actor Pankaj Tripathi as the brand ambassador and highlights the state’s diverse cultural and natural attractions.
Directed by Ravi Jain of Venus Productions, the film centers on Tripathi’s signature humor and relatable personality, presenting Madhya Pradesh through a lighthearted yet immersive narrative.
The project also involved filmmaker Vishal Bharadwaj, whose connection to the state added depth to the campaign. Filmed over 20 days across locations such as Gwalior, Ujjain, Orchha, Khajuraho, and the forests of Bandhavgarh, Kanha, Panna, Pench, and Satpura, the film captures the state’s vibrant essence.
The narrative opens with a comedic scene of Tripathi struggling to act against a green screen, playfully contrasting the artificiality of staged sets with the authentic beauty of Madhya Pradesh. The film transitions into vivid portrayals of the region’s landmarks, from the intricate architecture of Khajuraho and the spiritual atmosphere of Ujjain to its rich wildlife. The visuals are enhanced by Irshaad Kamil’s lyrics, Abhishek Arora’s score, and Divya Kumar’s vocals, creating a compelling portrayal of the state’s appeal.
“Madhya Pradesh is a treasure for nature and history lovers,” said Pankaj Tripathi.
“This project is special because it brings together the region’s natural beauty and cultural heritage. Being part of this campaign feels like a journey into India’s heart. Dono Stree 1 & 2 ke alawa aur 5-6 films ki shoot maine MP main shoot kar chuka hoon aur ussi dohraan maine pura MP dekha hai, Har bar yaha bilkul ghar wali feeling aati hai.”
“MP Tourism is one of the top brands in the Indian advertising scene,” said Mr. Ravi Jain, Director sharing his excitement.
“Being an advertising director, this five–film campaign holds a special significance for me. And more so as I got the opportunity to work with the best of the best – Pankaj ji, Vishal Sir, Irshad ji, and Abhishek Arora. It is a dream team and I am filled with gratitude for this project. For this particular film, we kept intact Pankaj ji’s persona unaltered. The film appeals to all ages as they see the real Pankaj Tripathi who they love in his films and in real. That along with the stunning visuals of the best of MP makes it a unique watch.”
“I was delighted and thrilled to have my name associated with the beautiful state of Madhya Pradesh,” said Vishal Bharadwaj, Creative Director.
“We have put our hearts & minds on how best to capture the state’s charm and connect with the audience. Seeing the final film, it’s clear that our collaboration brought out something truly special!”
Sheo Shekhar Shukla, Principal Secretary of the Tourism Department and Managing Director of the Tourism Board, said, “Madhya Pradesh Tourism is globally renowned for its scenic locations and breathtaking landscapes.
“Our continuous endeavor has been to present the state’s iconic destinations with a distinct identity that resonates not just across India but internationally. This new TVC, brimming with vivid visuals, color, and life, will play a pivotal role in drawing travelers to our beautiful state.”
“MP is the heart of incredible India and its destinations are the heartbeats,” said Naresh Kheterpal, Founder & CEO, Span Communications.
“Our strategy was to showcase the destinations in their full glory and ask tourists to come and feel it for real. To make this invitation to tourists engaging and impactful, Pankaj Tripathi was roped in. Pankaj is a perfect choice as he has shot for his various films in MP, knows the state well and his persona creates an interesting connection with the brand. This is just the beginning. A lot more interesting stuff is waiting to be unveiled and captivate the audiences.”
Anil Jain, Founding Producer, Venus Production, added, “Unlike MP’s past metaphorical campaigns, this project captures the true essence of MP, shot directly on location. We assembled a dream team of passionate, skilled creators, all driven to bring this vision to life and honor the state’s breathtaking landscapes and vibrant culture.”
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