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Let Assam Stay in Your Soul | Kalpana Patowary's Voice, Priyanka's Presence

2,319 views · Published 20 October 2017 · 3:32 · Indexed 12 November 2026

Channel: MUSIC BOX Kalpana Pattowary · 2017 · Music

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In 2017, the Assam Tourism Development Corporation (ATDC) launched a landmark promotional campaign titled “Experience Awesome Assam” aimed at positioning Assam as a must-visit global destination. The tagline “Once You Visit Assam, It Stays With You Forever” captured the emotional resonance and unforgettable charm of the state’s cultural and natural riches.

Priyanka Chopra – The Global Face
Bollywood icon and global star Priyanka Chopra was chosen as the brand ambassador. Her presence gave the campaign a worldwide appeal. Through the visuals, she beautifully brought alive Assam’s soul — from lush green tea gardens, mighty Brahmaputra, vibrant festivals, rich wildlife, to the warmth of its people.

“O Mur Apunar Desh” – A Soulful Anthem
At the heart of this campaign was the timeless Assamese anthem “O Mur Apunar Desh” penned by Lakshminath Bezbaruah, often regarded as the father of modern Assamese literature. This patriotic song, deeply rooted in the Assamese consciousness, was reimagined with a stirring contemporary arrangement.

Music Direction was led by acclaimed composer Dhruv Ghanekar, who infused the anthem with cinematic depth while retaining its authenticity.

The backing vocals in the advertisement were entirely rendered by Kalpana Patowary, a celebrated folk icon from Assam. Her voice added emotional depth, cultural purity, and folk resonance to the track, enhancing the soul of the anthem.

Kalpana’s powerful and evocative vocal layering brought a uniquely ethnic and heartfelt texture to the music, anchoring the modern visuals with Assamese folk sensibility.

This campaign was not just an advertisement; it was an artistic tribute to Assam’s identity, blending heritage with modern storytelling, and celebrating its enduring spirit through music and voice.

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