Rahman's brand call

RAJEEV RAVIDAS, TT, Jan 07, 2018 Kalimpong: Music composer A. R. Rahman arrived in Gangtok on Sunday and will be declared as the brand ambassador of Sikkim Tourism on Monday.

Rahman's name will be declared at the inauguration of the 11-day Sikkim Red Panda Winter Carnival at the Palzor Stadium in Gangtok.

Rahman reached Gangtok from Siliguri by road after bad weather prevented him from taking a chopper ride to the Himalayan state.

Rahman will also participate in an interactive programme with some local people at a city hotel. An official of the Sikkim tourism department said an understanding had also been reached with Rahman's team to organise a concert in the state sometime in February-March.

The official said Rahman's appointment as brand ambassador would give a huge fillip to tourism because of his global reach. "By appointing the world-famous musician as the brand ambassador of Sikkim tourism, we want to leverage his global profile to attract more domestic and foreign tourists to the state," said the official.

Sikkim has seen a significant rise in the number of tourist arrival over the past few years. In 2016, about 7.50 lakh domestic and 62,000 foreign tourists visited the Himalayan state. "Last year's figure is yet to be tabulated, but going by the trend of the past seven-eight years, there should be a further rise in tourist arrival," said the official.

The winter festival, too, is part of the government's effort to attract more tourists to the state. A host of events, including music, dance, adventure sports and exhibition of Sikkim-produced organic products and handicrafts, have been lined up for 11 days from Monday.

Most of the events will be staged at MG Marg in the heart of the town.

The other highlight of the carnival will be the four-day Red Panda International Rock Contest beginning on January 14. Bands from different parts of the country and neighbouring countries are expected to participate in the event. "The winner will be given a cash award of Rs 6 lakh, the first runner-up Rs 4 lakh and the second runner-up Rs 2 lakh," said the tourism official.

After Rahman, another global celebrity from India, Priyanka Chopra, is also scheduled to visit Sikkim in April. She will be coming for the premiere of her home production Pahuna-The Little Visitors. The film was shot exclusively in Sikkim and is currently doing the rounds of the film festival circuits.