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Tag: Sheo Shekhar Shukla

  • Zee packs a travel punch with MP Tourism’s influencer campaign mandate

    Zee packs a travel punch with MP Tourism’s influencer campaign mandate

    MUMBAI: Heritage walks meet hashtags and tiger trails turn into trending tales, that’s the fresh spin Madhya Pradesh Tourism is gearing up for. Zee Entertainment Enterprises Ltd. (ZEE), the content-and-tech powerhouse, has bagged the Influencer and Social Media Marketing mandate from the Madhya Pradesh Tourism Board, announced during the two-day Regional Tourism Conclave for Gwalior and Chambal on 29–30 August 2025.

    The announcement, made in the presence of chief minister Mohan Yadav, tourism & culture minister Dharmendra Singh Lodhi, and managing director of MP Tourism Board Sheo Shekhar Shukla (IAS), puts Zee at the digital helm of promoting the state’s famed wildlife parks, cultural festivals, and hidden heritage gems. Under this year-long pact, Zee will deploy its ‘dilfluencer’ initiative, a network of characters with deep audience connect to craft influencer-driven campaigns that push Madhya Pradesh’s stories beyond state borders and onto global screens.

    Zee chief sales officer for hindi GEC and FTA GEC Cluster Ali Zaidi received the agreement on behalf of the company. He called the collaboration “an opportunity to showcase the cultural richness of Madhya Pradesh through innovative influencer-led campaigns,” adding that it also “takes the dilfluencers initiative to the next level by delivering measurable value while celebrating India’s tourism potential.”

    The timing couldn’t be better. With MP’s big-ticket Travel Mart around the corner, influencer-led narratives are set to anchor the Board’s larger vision of drawing in new-age travellers through digital-first storytelling. From rural tourism and heritage trails to wildlife safaris and local festivals, every slice of Madhya Pradesh life is poised for amplification.

    Zee, which already prides itself on blending entertainment with tech-led solutions, is pitching this collaboration as more than just an ad brief, it’s a chance to shape conversations, build community-led buzz, and reframe tourism in the language of reels, stories, and viral videos. For Madhya Pradesh, it’s a step toward ensuring that when people scroll for their next adventure, the “Heart of India” pops up first on their feeds.

  • Venus Productions join forces with Span Communications

    Venus Productions join forces with Span Communications

    Mumbai: Venus Productions joined forces with the creative agency Span Communications to produce a video campaign of five films for Madhya Pradesh (MP) Tourism. The first of the campaign features Pankaj Tripathi as the brand ambassador.

    The film showcases the best of MP under the direction of Ravi Jain – a seasoned director at Venus Productions. The campaign was overseen by filmmaker Vishal Bharadwaj, who has deep-rooted connections to the state. The film was shot in around 20 days including Gwalior, Ujjain, Orccha, Khajuraho and the jungles of Bandhavgarh, Kanha, Panna, Pench and Satpura.

    The film begins with a funny twist—Pankaj Tripathi struggling to act against a green screen, humorously showcasing the limitations of staged performances. This light- hearted setup transitions into breathtaking visuals of Madhya Pradesh’s rich offerings: the architectural marvel of Khajuraho, the spiritual essence of Ujjain, and thrilling wildlife adventures, among others. This dynamic approach, complemented by lyricist Irshaad Kamil’s poignant words, composer Abhishek Arora’s evocative score, and the powerful vocals of Divya Kumar, captures the audience’s imagination and evokes a profound wanderlust.

    Commenting about his experience, Tripathi said, “Madhya Pradesh is a treasure for nature and history lovers. 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.”

    Director Ravi Jain expressed his excitement, stating, “MP Tourism is one of the top brands in Indian advertising scene. 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.”

    Reflecting on his experience, film-maker, creative director Vishal Bharadwaj mentioned, “I was delighted and thrilled to have my name associated with the beautiful state of Madhya Pradesh. 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!”

    Tourism department principal secretary and managing director of the Tourism Board managing director Sheo Shekhar Shukla commented, “Madhya Pradesh Tourism is globally renowned for its scenic locations and breathtaking landscapes. Our continuous endeavour 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, colour, and life, will play a pivotal role in drawing travellers to our beautiful state.”

    Narrating the creative journey, Span Communications founder & CEO Naresh Kheterpal. “MP is the heart of incredible India and its destinations are the heartbeats. 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 a beginning. A lot more interesting stuff is waiting to be unveiled and captivate the audiences.”

    Venus Production founding producer Anil Jain stated, “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.”

  • Madhya Pradesh Tourism gets shot in the arm from Travelxp

    Madhya Pradesh Tourism gets shot in the arm from Travelxp

    MUMBAI: Madhya Pradesh tourism is all set to get a facelift as it collaborates with Travelxp to showcase the beauty and uniqueness of tourism destinations of the state worldwide. Travelxp will be creating an exclusive series showcasing the highlights of Madhya Pradesh to the global travel loving audience.  

    “Madhya Pradesh Tourism Board (MPTB) is working strategically towards getting tourists to plan vacations; promote explored (travel circuits) and offer new experience circuits in different segments to the tourists exploring heritage, culture, adventure and wildlife destinations. We are in the process to build confidence and trust amongst the travellers and have launched numerous campaigns during lockdown with the intention of keeping in touch with travellers and our stakeholders to reassure them that all the norms for safety against Covid2019 are being followed. Collaboration with Travelxp definitely helps us to reach to travel loving people and they will surely get attracted towards Madhya Pradesh for tourism,” said MPTB MD & department of tourism Madhya Pradesh principal secretory Sheo Shekhar Shukla

    “Madhya Pradesh has always been known for its wildlife and hospitality. Now, with this partnership with Travelxp, the world’s leading travel channel, we are all set to showcase the natural beauty and alternative experiences Madhya Pradesh has to offer, from boating to Parasailing, from some of the spiciest food to some of the sweetest dishes. Madhya Pradesh is unique in its essence and flavour, and this show with Travelxp will demonstrate the power of brand MP,” added MPTB film tourism & film facilitation cell director Ram Kumar Tiwari.

    Even before the pandemic, Madhya Pradesh has been leveraging film and entertainment media to showcase the central Indian state’s beauty and allure. The partnership with Travelxp will be a shot in the arm for the shooting-driven strategy propagated by MP Tourism, providing it access to its core target, travel-loving audience in over 120 million+ homes in 40+ countries.

    “When the world opens up, we will ensure Madhya Pradesh is well positioned to attract the tourist who is fascinated by the raw beauty and diversity India has to offer,” said Travelxp creative director Kamakhya Narayn Singh.

    The show is set to telecast towards the second quarter of this calendar year on Travelxp globally. This unique strategic partnership will enable Madhya Pradesh to create a recall factor for travellers globally, and position the state as a destination with several experiences for different audience segments.