Madhya Pradesh Tourism, in collaboration with sitar player Anoushka Shankar, Span Communications, and Venus Productions, has released a new campaign film showcasing the culture, landscapes, and heritage of the state.
The film features Anoushka Shankar’s sitar compositions and visuals from more than 10 locations across Madhya Pradesh, including Gwalior, Chanderi, Orchha, Khajuraho, Maheshwar, Mandav, Sanchi, Maihar, Jabalpur, and Bandhavgarh. Vishal Bhardwaj served as Creative Director and Ravi Jain directed the film.
Sheo Shekhar Shukla, Additional Chief Secretary, Department of Tourism, Culture, Home and Religious Trust and Endowment, Government of Madhya Pradesh, and Managing Director, MP Tourism Board, said: “Madhya Pradesh is a living symphony of culture, nature, and history. Collaborating with Anoushka Shankar, whose artistry reflects that soulful essence, has allowed us to create more than a film — it’s an invitation to feel the heartbeat of our state.”
Anoushka Shankar said: “It feels like a homecoming for me to be working on this project, given my roots in India and the incredible talent and team behind it. I hope this film does justice to the beauty and richness of Madhya Pradesh.”
Vishal Bhardwaj said: "Madhya Pradesh is a treasure trove of colours, textures, and emotions. Anoushka Shankar's sitar playing is the perfect complement to the state's rugged beauty and rich cultural heritage. We wanted to capture the essence of MP's soul: its people, its landscapes, its music, and the creative team has done justice to that vision. The film is a love letter to the state and its people."
Naresh Kheterpal, Founder and CEO, Span Communications, said: "MP Tourism is more than just a brand, it's an experience. We're thrilled to have partnered with Anoushka Shankar to showcase the state's diverse offerings in a way that's both authentic and captivating. Our campaign strategy was designed to highlight the state's unique selling points, from its landscapes to its cultural heritage, and we believe this film will resonate with audiences nationally & internationally."
Ravi Jain said: “As a director, I’m always on the lookout for stories that are rare and untold. It’s not every day that you find a combination as extraordinary as this. Anoushka Shankar’s music, combined with the timeless beauty of Madhya Pradesh, became the perfect foundation to create something timeless. I’m confident it will leave a one-of-a-kind impact, poetic, evocative, and a heartfelt invitation to the world. This is a musical voyage unlike anything seen in tourism campaigns before.”
Anil Jain, Producer, Venus Productions, said: "Producing a film like this is always a logistical challenge, but the end result makes it all worthwhile. Our team worked tirelessly to capture the soul and beauty of Madhya Pradesh, while Anoushka Shankar’s incredible artistry added a profound layer of emotion and depth. From planning to execution, along with Span Communications the journey was seamless, and we’re truly proud of what we’ve created."
Other credits include Abhishek Arora in music production, Lakhan Rathore as director of photography, Suvir Nath as editor, and aerial cinematography by Shitij Arora.
The campaign is part of Madhya Pradesh Tourism’s efforts to encourage travellers to explore the state’s culture, music, and heritage.
