Gajendra Singh Shekhawat Takes Charge as New Union Minister of Culture and Tourism

By Nithyakala Neelakandan

Published on June 12, 2024

In a recent cabinet reshuffle, Gajendra Singh Shekhawat has been appointed as the new Union Minister of Culture and Tourism, marking a significant change in the leadership of these crucial sectors. Shekhawat, the Member of Parliament representing Jodhpur, previously served as the Minister of Jal Shakti in Prime Minister Narendra Modi’s government.

Shekhawat, who won his seat in the Lok Sabha by a substantial margin, brings extensive experience to his new role. His political journey includes a term as the Union Minister of State for Agriculture and Farmers’ Welfare from 2017 to 2019 before taking over the Jal Shakti Ministry. This new appointment underscores his rising prominence within the BJP and the trust placed in him by Prime Minister Modi.

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Upon his appointment, Shekhawat expressed his gratitude and commitment to advancing India's cultural and tourism sectors. He highlighted the importance of these areas in India's development and emphasized his dedication to ensuring that the benefits of growth reach every segment of society. His vision includes leveraging India's rich cultural heritage and diverse tourism potential to build a more connected and developed nation.

Joining Shekhawat in the Tourism Ministry is Suresh Gopi, a notable actor and politician from Kerala, who has been appointed as the Minister of State for Tourism. This marks a significant achievement for the BJP in Kerala. Additionally, Rao Inderjit Singh will support Shekhawat in the Culture Ministry while also managing the Ministry of Statistics and Programme Implementation.

This reshuffle, part of Modi's third term, aims to enhance governance and efficiency across key sectors. It retains several senior ministers in crucial roles, ensuring stability and continuity in the government’s core functions. Shekhawat’s appointment is particularly noteworthy for the tourism industry, given his roots in Rajasthan, a state known for its vibrant tourism sector.

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The hospitality and tourism industry has responded positively to Shekhawat’s appointment. Leaders in the industry, such as KB Kachru of the Hotel Association of India, have expressed optimism about his ability to foster growth and attract investment. The sector is hopeful that under Shekhawat’s leadership, tourism will be recognized for its potential to generate employment and boost the economy.

Shekhawat’s immediate focus will be on implementing policies that enhance India’s cultural and tourism offerings, aiming to position the country as a top global destination. His leadership is expected to bring a balanced approach to both cultural and leisure tourism, driving progress and development in these vital sectors.


Haldiram’s Launches New TV Campaign, “Mithai Khao Aur Happy Shappy Ho Jao”

By Nithyakala Neelakandan

Published on October 9, 2024

Haldiram’s, one of India’s leading sweets and snacks brands, has unveiled its latest television campaign titled “Haldiram’s mithai khao aur happy shappy ho jao”, under the hashtag #MithaiHotTohBasHaldirams. This campaign showcases Haldiram’s extensive range of premium gifting mithai, just in time for the festive season. The campaign encourages consumers to not only enjoy sweets during celebrations but also to create joyful moments by indulging in Haldiram’s mithai.

The TV ad highlights a wide selection of Haldiram’s popular products, including the Imperial Joy Box, Royal Heritage Box, Kaju Katli, Motichoor Ladoo, Gulab Jamun, and Rasgulla, among others. Through this campaign, the company aims to emphasize the role of its premium sweets in uplifting every occasion, making each moment sweeter and more memorable.

Launching as the festive season kicks off across India, the campaign brings forward the message that you don’t need to wait for a special occasion to enjoy mithai—sweets can make any day happier. This idea is creatively captured in a catchy and vibrant song that conveys the joy and togetherness of enjoying sweets with loved ones. The campaign will be visible across multiple platforms, including television, print, digital media, and outdoor advertisements.

Divya Batra, Head of Marketing at Haldiram’s, said, "We want to highlight that mithai is not just a treat for festivals but can bring happiness into everyday life. Our gifting range is the perfect way to spread this joy to friends and family every day. That’s why we say—Khushkhabri ka wait mat karo, Haldiram’s mithai khao aur happy shappy ho jao. Mithai ho toh bas Haldiram’s!"

This new campaign reinforces Haldiram’s leadership in the mithai gifting market, positioning the brand as the go-to choice for sweet gifts that connect families and friends during the festive season. The brand continues to expand its reach and cater to the growing demand for high-quality sweets, making every celebration a little sweeter.


MakeMyTrip Partners with Tourism Ministry to Attract Global Indian Diaspora

By Nishang Narayan

Published on August 19, 2024

On the eve of India's 78th Independence Day, MakeMyTrip, in collaboration with the Ministry of Tourism, launched a heartfelt campaign titled "India: The Homecoming." This initiative calls upon the global Indian diaspora to rediscover the beauty, diversity, and transformation of their homeland. At the center of this campaign is an evocative online film featuring the legendary poet and lyricist Gulzar Saab. Through his powerful words and distinctive voice, the film captures India's evolution and invites the Indian community across the globe to experience the country's transformation.

The campaign is a continuation of MakeMyTrip's commitment to connecting the global Indian community with their roots. Rajesh Magow, Co-founder & Group CEO of MakeMyTrip, expressed his excitement about the initiative, stating, "We are thrilled to launch 'India: The Homecoming,' inviting the Indian diaspora to rediscover a transformed India. By showcasing the progress, beauty, and rich heritage of our country, we aim to inspire pride and nostalgia, encouraging the global Indian community to visit and explore."

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The campaign also supports the Ministry of Tourism's efforts to enable the Indian diaspora to become Incredible India Ambassadors through the "Chalo India" initiative. Union Minister of Tourism & Culture, Gajendra Singh Shekhawat, emphasized the importance of re-engaging with the Indian diaspora, stating, "This Independence Day, we call upon the global Indian community to take a trip back home, experience Incredible India in all its richness, and share that experience with the world."

As India celebrates another year of independence, this campaign serves as a powerful invitation for the Indian diaspora to return and rediscover the ever-evolving landscape of their homeland.


Medusa Beverages and Warner Bros Discovery Launch Exclusive House of the Dragon Edition

By Nishang Narayan

Published on August 17, 2024

Medusa Beverages, the renowned home-grown beer brand, has partnered with Warner Bros Discovery Global Consumer Products to unveil an exclusive House of the Dragon inspired edition. This collaboration artfully merges Medusa's brewing expertise with the captivating world of the acclaimed HBO Original drama series, offering fans a unique and immersive experience.

Drawing inspiration from the fiery essence of dragon fire and the bold, adventurous spirit of the brand, this limited-edition collection is crafted in celebration of the series' return. The partnership marks a pioneering moment in India's beverage market, promising an unforgettable experience for both fans and beer enthusiasts alike.

Each brew in this collector's series is presented in exclusive, limited-edition cans, meticulously designed to reflect the dramatic landscapes of House of the Dragon. From scorching infernos to icy realms, these cans embody the pivotal elements of the series' epic narrative, making them a must-have for collectors.

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Expressing his excitement about the collaboration, Avneet Singh, Founder & CEO of Medusa Beer, said, "We are thrilled to partner with Warner Bros. Discovery Global Consumer Products to unveil the exclusive House of the Dragon-inspired limited-edition cans. This collaboration epitomizes the rich tradition, bold innovation, and epic storytelling that define both our brand and the iconic series."

This innovative partnership not only highlights the creativity and boldness of Medusa Beverages but also celebrates the rich storytelling that has made House of the Dragon a global phenomenon. Fans can now indulge in a brew that truly embodies the spirit of the series, offering a taste of the epic world of dragons and adventure.

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