On the occasion of the golden jubilee celebrations which mark the 50th year of the naming of the state—the BJP led Arunachal Pradesh Government has appointed former journalist, award-winning filmmaker and branding expert Rahul Mittra as Brand Advisor, and Bollywood star Sanjay Dutt as Brand Ambassador.
This announcement was made by Chief Minister Pema Khandu and Assembly Speaker Pasang Sona Dorjee at a packed function in the presence of both Sanjay Dutt and Rahul Mittra. On Monday afternoon both these personalities arrived from Mumbai by chartered flight to Dibrugarh and then by helicopter to the picturesque valley of Mechuka. On the arrival of Sanjay and Rahul, hundreds of residents made a beeline to get a glimpse of the celebrities.
A big media campaign conceptualised and executed by Rahul Mittra Films and shot by top ad-filmmaker and drummer Pentagram Shiraz Bhattacharya was kickstarted on this occasion, featuring Sanjay Dutt as a youth icon, nature lover, de-addiction proponent and an ever-evolving individual catering to the niche target audience for Arunachal tourism. Filming is currently taking place on a large scale across the state covering Ziro village, Pakke valley, Dambuk, Namsai, Parshuram Kund, Pasighat, Mechuka and Tawang. The campaign will be unveiled on the occasion of the month-long celebrations commencing on January 20 next year at Ziro where Arunachal Pradesh first got its name and Union Territory status in 1972.
The young CM Pema Khandu thanked both Sanjay and Rahul for their support and spelled out the various activities being undertaken by the state government for the 50-year celebrations. Sanjay Dutt urged the youth to stay away from drugs and get high on life while Rahul Mittra promised to put Arunachal on the world map in terms of visibility through this campaign, amidst a thundering response from the audience.