Kolkata: West Bengal’s newly unveiled tourism promotional video has triggered a sharp political and social-media backlash, with critics questioning why a campaign meant to showcase the state prominently features international landmarks instead of Bengal’s own tourism attractions.
The controversy erupted after Chief Minister Suvendu Adhikari unveiled a new logo and brand identity for West Bengal Tourism on Friday, September 4, under the tagline “West Bengal: Where India Feels Different.” The launch was accompanied by a broader ₹500-crore tourism push aimed at improving infrastructure and promoting the state as a major domestic and international tourist destination.
Eiffel Tower, Pyramids and Rio Landmark Draw Attention
The promotional film begins with an image of Kolkata’s iconic Howrah Bridge but subsequently features several globally recognised locations, including the Eiffel Tower in Paris, the Pyramids of Egypt, Russia’s Saint Basil’s Cathedral and Rio de Janeiro’s Christ the Redeemer.
That visual choice quickly became the central point of criticism. India Today reported that viewers found it striking that the video showed several famous destinations outside India while giving very limited screen time to West Bengal itself.
Critics pointed out that Bengal has a wide range of distinctive tourism assets—from the Darjeeling and Kalimpong hills and the Sundarbans to Digha, Bishnupur, Santiniketan, Kolkata’s colonial heritage and the Dooars—yet these did not receive the prominence many expected from a state tourism advertisement.
The West Bengal government itself describes the state as stretching from the sea to the Himalayas, with attractions including hill stations, wildlife, tea gardens, historical monuments, Bishnupur temples, beaches and the Sundarbans.
Hon’ble Chief Minister Shri @SuvenduWB attends the grand unveiling of West Bengal Tourism’s new brand identity, organized by the Department of Tourism, Government of West Bengal. pic.twitter.com/UmTFVryRNA
— BJP West Bengal (@BJP4Bengal) September 4, 2026
“Where Is Bengal?”
The advertisement quickly became a subject of ridicule on social media, with users asking why a Bengal tourism campaign appeared to be showcasing the world rather than Bengal.
TMC Rajya Sabha MP Derek O’Brien criticised the communication, describing it as “Tacky. Trashy.” The criticism was not limited to the opposition.
Veteran BJP leader and former governor Tathagata Roy also attacked the video, calling it “stupid” and “amateurish” and questioning why scenes from Moscow, Egypt and Rio de Janeiro were included in a West Bengal tourism film.
The reaction has consequently created an unusual situation in which the new tourism branding is facing criticism from both political opponents and sections of the ruling BJP’s own ecosystem.
Tagline Also Faces Questions
The second major point of debate is the new slogan—“Where India Feels Different.”
Supporters of the campaign argue that the broader branding is intended to position Bengal as a distinctive destination rather than merely advertise individual tourist spots. The state has announced plans covering tourism infrastructure, modernisation of government tourist properties, river tourism, a dedicated “Destination Sundarbans” initiative and development of Mandarmani as an international-standard beach destination.
However, critics argue that the tagline is too generic and does not immediately establish a strong association with West Bengal.
Comparisons have also been drawn with more distinctive tourism slogans used by states such as Kerala and Rajasthan, with critics saying Bengal’s branding should similarly evoke its culture, landscape and identity.
A Bigger Tourism Push Behind the Campaign
The controversy comes at a time when the West Bengal government is attempting a significant reset of its tourism strategy.
According to the government’s official tourism website, the state tourism department is responsible for promoting a remarkably diverse tourism landscape, encompassing the Himalayas, Dooars, Kolkata, Bishnupur, Digha, Mandarmani and the Sundarbans.
The government’s 2026-27 budget documents also highlight its ongoing efforts to promote tourism through digital platforms, social media, national and state-level campaigns and audiovisual content.
The department has separately floated tenders for digital and social-media campaigns, as well as international and diaspora outreach linked to tourism and Durga Puja promotion.
The latest branding exercise therefore appears to be part of a much larger attempt to reposition West Bengal as a competitive tourism destination.
Branding Misstep or New-Age Tourism Strategy?
There is a possible strategic explanation for the use of international imagery: the campaign may be attempting to associate Bengal with a global tourism experience rather than simply present a catalogue of local monuments.
But that strategy has created a communication problem. For a destination-branding campaign, viewers generally need to identify the destination quickly and distinctly. In this case, critics say the international imagery has overshadowed the very identity the campaign was supposed to sell.
The backlash also highlights the importance of visual storytelling in government tourism campaigns. Bengal possesses a particularly strong tourism identity—the Himalayas in the north, the Sundarbans in the south, heritage Kolkata, Darjeeling’s toy train, Bishnupur’s terracotta temples, Santiniketan, tea gardens, beaches and its distinctive food and cultural traditions.
Whether the new campaign can successfully turn the controversy into greater visibility for Bengal remains to be seen. For now, a video intended to put “West Bengal: Where India Feels Different” on the global tourism map has instead prompted a rather different question online: Where is Bengal?
Minister Says Viral Clip Was Only Logo Reveal
West Bengal Tourism Minister Dr Shankar Ghosh has sought to clear the air over the viral AI-generated video, saying the much-criticised clip was only a logo-reveal film and not the tourism campaign’s main brand story.
#WATCH | Kolkata, West Bengal: West Bengal Tourism Minister Dr Shankar Ghosh said the AI-generated video of West Bengal Tourism that drew criticism on social media was only a logo reveal video and not the core idea or brand story of the new West Bengal Tourism identity
Ghosh… pic.twitter.com/QwW7SnptbZ
— ANI (@ANI) September 5, 2026
Ghosh said the main brand film could not be shown during the launch because of a technical glitch, resulting in confusion over the campaign’s message. He said the introductory film has since been released on his social-media handles and those of the West Bengal Tourism Department, offering a fuller glimpse of the vision behind the new tourism brand.
