Chhattisgarh Tourism Board has selected 20:20 MSL, part of MSL Group, Publicis Groupe’s flagship specialty communications, PR and events network as their strategic communications partner in India. The development comes just a day after the Board appointed Internet Moguls as its social media agency.

20:20 MSL will work with Chhattisgarh Tourism Board to build awareness of the region as a key tourist destination to domestic and international travellers and drive its reputation as a state committed to sustainability. The agency’s seven offices across India will work with the Chhattisgarh Tourism Board on a nationwide engagement campaign, spearheaded by 20:20 MSL’s NCR office in Noida. The agency has been tasked with drawing on its integrated communications expertise to promote Chhattisgarh Tourism Board’s marketing theme of ‘I discovered…’.

Commenting on the appointment, Amrit Ahuja, Vice President, 20:20 MSL, said, “I am thrilled that Chhattisgarh Tourism Board has chosen 20:20 MSL to position the region as the next tourism hotspot in India. The tourism industry in India is a key driver for the economy and according to the Ministry of Tourism, India receives around 6 million international visitors every year and nearly 562 million domestic tourists travel to different states within India. We look forward to fostering growth in the state of Chhattisgarh by attracting tourism through an insights-driven, holistic campaign.”

Tapesh Jha, Managing Director, Chhattisgarh Tourism Board, added here, “We were keen on partnering with an agency that understood our philosophy and how to engage our key audience. 20:20 MSL’s specialty communications expertise, experience in the travel sector and its capability to seamlessly implement national campaigns will help us achieve our objective of making Chhattisgarh the upcoming tourist destination.”

Ashutosh Sharma, Consultant, Chhattisgarh Tourism Board, said, “This is Chhattisgarh’s first ever structured communications campaign with clearly defined markets and target groups. This will be an integrated campaign to enhance visibility for Chhattisgarh through traditional media, social media, advertisements and activations. Public relations play an important part in this mix to represent our point of view in the media and achieve mindshare. 20:20 MSL with its proven expertise and experience is a natural partner for Chhattisgarh Tourism Board to achieve top of mind recall for the state as a key Indian tourist destination.”

The Chhattisgarh Tourism Board (CTB) was established in 2002 to promote the tourism industry in the fledgling state of Chhattisgarh. Its core responsibility is to develop a favorable framework for private, public and community participation in sustainable tourism development. CTB is the only Tourism Board in India.