It failed. Tourism in Assam was supposed to get a fresh lease of life with state tourism minister Himanta Biswa Sarma on September 4 releasing a new logo and theme song at a five star hotel in Guwahati. But, it wasn’t to be.
Designed by an agency based out of New Delhi, the new logo has a representation of a rhino and a tea leaf – probably that’s the best the New Delhi agency could think of about tourism in Assam.
The logo was slammed by netizens with sharp and extreme reactions. A section of Facebook users attributed the aesthetically poor design to the lack of understanding of the region and the prevailing “babu-culture”.
“Mr Navneet Kapoor, CEO of Square Communications, you can block me for criticizing the pathetic logo your team has made, but what do you think: you can snatch away my right to voice my opinion? I shall once again update the status I did few minutes ago. So, I was saying you guys are stupid! Draw a circle, insert the state animal, type the name of the brand, and you’re done; such an easy task is logo creation, right? Bloody wrong! What you have done is a piece of shit. How on earth this logo represents an “Awesome” Assam? You team not only lacks creativity but basic sense as well… look at the font! I wonder why did the tourism ministry of Assam not think of the state’s reputation that is at stake. We have much better talents in our state, don’t we?,” wrote Pritisha Borthakur challenging the selection of the logo.
Pritisha added that with, “A contest was also organised few years ago where our local talents were asked to design the Assam Tourism logo; unfortunately the results never came out. Just because the Square group is well-connected politically, does that mean an important project as such would be assigned to this no-brainer? Disgraceful!”
Posting a video from the event, along with the new logo, Koushik Hazarika wrote, “Is this the best that the #Assam tourism guys could come up with. Amateurish logo and a pathetic title song. It’s embarrassing when you look at what the other states have. No imagination and no vision. The music is literally cringe inducing and sounds like the composer is stuck in the 70s. I hope they go for an immediate rectification. This is not #AwesomeAssam at all. Rather awful.” Here’s the video:
“What a lousy logo. .even a child can do better…. Pathetic,” comments Ashish Chopra.
“Really sad state of affairs. Already Assam and its glory finds negligence umpteenth time yet instead of improvising, they (are) degrading themselves. Other day honourable minister, Chandra Mohan Patowary in a recent conclave invited brothers from Gujrat to develop business in the state but instead they must first look at their ‘Khushboo Gujarat Ki’ campaign on Gujrat Tourism with actor Amitabh Bachchan as the brand ambassador,” wrote Ronmi Bora on Facebook.
So how the logo was designed so ‘pathetically’? Koushik Hazarika had the answer, “Even if they use the Rhino, there is a better way to use the logo. This looks like – Google- search rhino- save pic- lasso tool- colour overlay.”
So much for parivartan!