Madhya Pradesh Tourism has launched a new campaign film featuring sitar maestro Anoushka Shankar, created with Span Communications and Venus Productions. Blending original sitar compositions with visuals from over ten iconic locations, the film poetically celebrates the state’s cultural depth, natural beauty, and emotional rhythm, redefining destination storytelling in India.
Madhya Pradesh Tourism has unveiled a stunning new campaign film that harmonizes the sights and sounds of India’s heartland. In collaboration with internationally acclaimed sitar virtuoso Anoushka Shankar, the film invites viewers to experience the rhythm, beauty, and soul of Madhya Pradesh through a blend of music, emotion, and breathtaking visuals.
Created in partnership with Span Communications and Venus Productions, the campaign is a poetic celebration of the state’s rich cultural and natural heritage. Shankar’s original sitar compositions serve as the heartbeat of the film, weaving through sweeping shots of over ten iconic locations — from the sculpted temples of Khajuraho and the serene ghats of Maheshwar, to the lush jungles of Kanha and the marble cliffs of Bhedaghat.
The result is more than a tourism film; it’s an artistic ode to Madhya Pradesh’s identity. Each frame carries a sense of discovery — the vibrant hues of tribal art, the spiritual calm of ancient architecture, and the wild, untamed beauty of its forests. As the sitar’s strings resonate through the visuals, the state’s landscapes appear almost to dance to Shankar’s rhythm, blending tradition with modernity in a cinematic symphony.
“Music and travel both have the power to move us deeply,” Shankar said in a statement about the collaboration. “Through this film, I wanted to express how Madhya Pradesh is not just a place you visit, but a feeling you experience — a harmony between history, culture, and nature.”
The campaign aims to reposition Madhya Pradesh as not just a destination for history enthusiasts and wildlife lovers, but as a living, breathing canvas of art and emotion. With its evocative score and cinematic storytelling, it reflects the state’s new tourism philosophy — to attract the heart as much as the eye.
According to officials from Madhya Pradesh Tourism Board, the film represents a fresh creative direction that seeks to connect with audiences both in India and abroad. “We wanted to go beyond traditional destination marketing,” a spokesperson noted. “The collaboration with Anoushka Shankar brings a universal language — music — to express the depth of Madhya Pradesh’s spirit. It’s a campaign that invites travelers to listen, feel, and then explore.”
The film also showcases the diversity of Madhya Pradesh’s offerings — from the architectural grandeur of Orchha, the spiritual calm of Ujjain, to the raw natural beauty of Pachmarhi and Satpura. Each sequence flows seamlessly with Shankar’s compositions, creating a sensory journey that highlights both the cultural depth and ecological wealth of the region.
Behind the scenes, Span Communications, the creative agency known for its storytelling prowess, conceptualized the film as a meditative travel experience. Venus Productions brought that vision to life through aerial cinematography, natural soundscapes, and meticulous editing that preserves the authenticity of each location.
The film’s tone — understated yet powerful — mirrors Shankar’s musical style: contemporary but deeply rooted in classical tradition. The campaign marks one of the rare occasions where an Indian state tourism board has collaborated with a world-renowned musician to craft an audio-visual narrative that transcends language barriers.
The film’s release has already generated buzz among travel enthusiasts and cultural commentators, with many praising its immersive quality and emotional resonance. On social media, viewers have described it as “a visual raga for the soul” and “a journey that plays in the heart long after the music fades.”
With this campaign, Madhya Pradesh Tourism continues to position itself at the forefront of innovative destination storytelling in India. By blending art, heritage, and emotion, the film reflects a broader trend in tourism marketing — one that seeks to inspire meaningful connections rather than fleeting visits.
Whether it’s the whisper of wind through Khajuraho’s carvings, the chant of temple bells in Ujjain, or the ripple of the Narmada beneath the marble cliffs, Anoushka Shankar’s sitar ensures that every note carries the essence of the state.
In the end, the campaign doesn’t just promote Madhya Pradesh as “The Heart of Incredible India.” It redefines what that heart sounds like — a melody of history, nature, and timeless rhythm that resonates far beyond borders.
