The state of Uttar Pradesh is home to a rich tapestry of cultural and historical landmarks. As the location of iconic sites like the Taj Mahal and Varanasi, along with ancient temples, scenic rivers, diverse flora and fauna, and captivating valleys, Uttar Pradesh offers a unique blend of attractions that cater to a wide range of interests historical, spiritual, architectural, and natural.
While several destinations within Uttar Pradesh, such as the Taj Mahal, Varanasi, Kumbh Mela, Vrindavan, and Lucknow, enjoy global recognition, the state itself lacked a cohesive brand identity. Unlike other Indian states like Kerala, Rajasthan, Madhya Pradesh, and Goa, which are well-positioned in the minds of tourists, Uttar Pradesh as a whole did not evoke a unified image that represented its diverse offerings and attracted year round visitors.
Sepia Advertising proposed a comprehensive branding strategy to position Uttar Pradesh as a distinguished tourist destination in its own right. Rather than solely promoting individual attractions, Sepia recommended developing a strong, overarching identity for "Brand Uttar Pradesh" that would resonate with both domestic and international tourists.
Sepia developed the positioning statement: "Uttar Pradesh: Eternally Wonderful." This tagline encapsulates the timeless appeal of Uttar Pradesh, emphasizing its year round attractions and the wide spectrum of experiences it offers. Sepia’s approach focused on Uttar Pradesh as a destination rich in:
The campaign emphasized that Uttar Pradesh is not just a seasonal destination; it offers a continuous allure that can captivate tourists at any time of the year.
The new brand identity, "Eternally Wonderful", successfully positioned Uttar Pradesh as a unified tourism destination, aligning its diverse attractions under one compelling message. This cohesive branding approach helped enhance the visibility of Uttar Pradesh on the global tourism map, attracting a broader audience and encouraging year round tourism.