IIM-A to study Gujarat Tourism’s branding campaign

AHMEDABAD:  The Indian Institute of Management-Ahmedabad (IIM-A) will study the “Khushboo Gujarat Ki” campaign of the State tourism department, with Bollywood icon Amitabh Bachchan as its brand ambassador for the past three years.

Professors Abraham Koshy and Arvind Sahay of the IIM-A have been commissioned to write a case study on the branding campaign, being carried out by Gujarat Tourism, and its impact on tourist arrivals in the State, according to a press release here on Thursday.

The purpose is to look at the broader phenomenon of celebrity endorsements as a marketing tool and their effectiveness.

Domestic tourist arrivals in Gujarat have ramped up considerably, with an almost 33 % rise in the numbers from within the state, a 50% rise from other parts of India and from NRIs, and an almost 100% increase from foreign tourists.

IIM-A to study Gujarat Tourism’s branding campaign