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Uttarakhand Tourism unveils Adi Kailash’s mystique to the world through Home of the Himalayas initiative

Uttarakhand Tourism to showcase Home of the Himalayas
Photograph by Bhaskar Sitholey

Uttarakhand Tourism Development Board (UTDB), to bolster tourism promotion of the picturesque Adi Kailash and Om Parvat, has partnered with Prime Focus Technologies (PFT) to create visually stunning videos of the region. Renowned for its AI prowess and exceptional media services, PFT specialises in meticulously producing videos, refining them to perfection in post-production, and propelling them to success through strategic promotion. The collaboration between UTDB and PFT is expected to give an impetus to position Uttarakhand as a global tourism hotspot, showcasing its diverse landscapes, rich heritage, and unique tourism experiences. The “Home of the Himalayas” initiative, coined by PFT, focuses on two key areas: (1) refreshing Uttarakhand Tourism brand identity and (2) creating high-quality content to promote tourism.

“The ‘Home of the Himalayas’ initiative marks a transformative milestone in Uttarakhand’s journey towards global recognition,” said Shri. Sachin Kurve, CEO, Uttarakhand Tourism Development Board (UTDB). “Through innovation and collaboration, we’re poised to unveil the true essence of our state, inviting the world to experience the unparalleled beauty and spirituality of Uttarakhand.”

Having won over seven Oscar Awards, Prime Focus’ expertise in end-to-end creative services, innovative branding strategies, and content creation is instrumental in sculpting a modern image for Uttarakhand that still resonates with its spiritual roots.

“Perched in Uttarakhand’s scenic Kumaon region, Adi Kailash Mountain beckons adventurers and nature enthusiasts alike,” said Shri. Sachin Kurve, CEO of Uttarakhand Tourism Development Board (UTDB). “Together, with PFT, we unveil Adi Kailash’s mystique to the world, inviting all to experience its timeless magic.”

New Brand Identity for Uttarakhand

The initiative aims to enhance UTDB’s market position and appeal to new demographics by refreshing the state’s visual identity and messaging.

PFT’s tagline for tourism, “The Home of Himalayas,” is the foundation for this ambition. UTDB engaged with renowned singer Shubha Mudgal to create an evocative lyrical journey set against the serene backdrop of Adi Kailash. Her voice weaves a tapestry of spiritual and natural grandeur, bringing to life the essence of this sacred landscape. The visuals encompass sweeping panoramic views, lush valleys, vibrant villages, and meandering rivers. From orchestrating shoots with top-tier equipment in the challenging high-altitude terrains of the region to seamlessly editing the footage, PFT handled every aspect with expertise, bringing Uttarakhand to life for audiences. PFT utilised its state-of-the-art post-production services to craft a premium and professionally polished product, ensuring the visuals radiate excellence. The song is not just music but a homage to truth, godliness, and beauty, a heartfelt experience of the divine that Shubha Mudgal articulates through her enchanting vocal prowess. Click here to watch the video.

Ramki Sankaranarayanan, Founder and Global CEO of PFT, stated, “At PFT, we’ve established a dedicated focus on the tourism sector, spearheading creativity and innovation to showcase India’s abundant cultural heritage and natural wonders to the world.”

Recognising the potential of Uttarakhand’s people, a comprehensive PFT Training Program designed to equip local talents with the skills necessary for high-quality videography and photography has been proposed to the Uttarakhand Tourism Department. This program will generate employment opportunities and ensure that the state becomes self-sufficient in content generation, with locals actively promoting Uttarakhand tourism.

“Empowering local talent lies at the heart of the ‘Home of the Himalayas’ initiative,” said Bhaskar Sitholey, Senior Vice President of Techno Creative Solutions at PFT. By providing training and resources, we hope to nurture a generation of storytellers who will showcase Uttarakhand’s beauty and heritage to the world, ensuring a sustainable and inclusive future for tourism in the state.”