Developing a branding approach that overcomes the negative image perception of Chhattisgarh

Abstract

The idea that we propose is to position a journey into Chhattisgarh as a journey with a physical component and an emotional component. The trip to Chhattisgarh is to be positioned as a journey of self-discovery with two components i.e. a physical adventure which is made possible with routes and locations promoting adventure tourism and a cultural deep dive into the tribal life of Chhattisgarh which lets one discover an element of pristine cultural legacy and history that has so far been undiscovered. The external self-discovery is made possible with the physical adventure while the internal and emotional self-discovery is by getting a sense of history seen through a different lens and understanding a different culture right in the heart of the country.