It is no secret that the 2013 floods and last year’s rains were a damper to the char dham yatra-a major revenue earner for the Uttarakhand government. It is also commendable that the government has taken serious steps to ensure this year’s char dham yatra goes off as planned and pilgrims touch or exceed 12 million figure of 2012.
The latest news doing the rounds is that the Uttarakhand government may rope in Virat Kohli, legendary Indian cricketer and his glamorous star girlfriend Anushka Shama to promote religious tourism, especially the Char Dham yatra.
The government, specifically the Tourism department, plans to promote Char Dham Yatra with Virat and Anushka figuring prominently in the posters and possibly TV and other promotions. Both are currently in Uttarakhand to discuss endorsement and publicity matters with the government. They will meet with Chief Minister Harish Rawat in the evening. Maybe the bashing both received on social media for India’s poor performance, especially that of Kohli in the final, could have imbued them with a sense of spirituality and the hope that this divine promotion could help turn fortunes in their favor. Whether it does or not is another matter but the government is surely hoping people will be enthused by these brand ambassadors to undertake Chardham yatra. Let us hope it works for both the couple and the Uttarakhand government.
News Source: indiatoday.intoday.in