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Madhya Pradesh Tourism Board joins hands with Vidya Balan’s lioness for innovative marketing campaign

Madhya Pradesh Tourism Board today announced an extensive marketing collaboration for the upcoming and much-awaited, Vidya Balan-starrer Amazon Prime Video Sherni with its makers, T-Series and Abandonsia Entertainment. Lioness is a story woven in the backdrop of human-animal conflict, in which a forest officer (Vidya Balan) has to work amidst social constraints set by a patriarchal society and the sluggish attitude of his department. She is leading a team that sets out to capture a dangerous tigress and thus has to deal with obstacles and pressures, both natural and man-made.

Vidya Balan’s lioness to release on June 18

Most of the shooting of Lioness has been done in the surreal and picturesque forests and locations of Madhya Pradesh, which gives a unique glimpse of the state. MP has been a favorite destination for forest lovers. Through shoot schedules spread in and around Bhootpalasi and Kanha National Park, which also includes Balaghat district, the film showcases the diversity of the region which will surely attract more tourists to Madhya Pradesh. With an aim to promote tourism in the state, the Madhya Pradesh Tourism Board is working with the makers of the film to launch a marketing and promotional campaign.

Speaking about this unique initiative of Madhya Pradesh Tourism Board, Shri Shiv Shekhar Shukla, Principal Secretary, Tourism Department, Government of Madhya Pradesh said, “Ever since we first heard the story of the lioness, we knew that the forests of Madhya Pradesh This will be a great opportunity to bring to the world the beauty and heritage of Madhya Pradesh Tourism has been a pioneer in joining hands with its state forest department to work on forest conservation and exciting wildlife tourism experiences. I am glad that the lioness will now not only bring the beauty of our state to the world but will also draw attention to various unique initiatives like wellness tourism, tribal art and culture, handicrafts and the friendship of the people of Madhya Pradesh. MP Tourism is excited to partner with powerhouse talents like Ms. Vidya Balan and Mr. Amit Masurkar, T-Series and Abandonsia Entertainment to further our objective of promoting tourism in the state. To get a lifetime experience, look no further than Madhya Pradesh.”

Mr. Rajneesh K Singh, Assistant Conservator of Forests, IFS, Forest Department, Government of Madhya Pradesh said, “It is not everyday when you become a part of stories like lioness that strike a balance between environment and development and man-animal conflict management. Talking about reasons. brings him to the fore. We are proud that the amazing work done by our department on a daily basis will now be revealed to the world, especially with Ms. Vidya Balan playing the role of a forest officer in the film. We look forward to coming here to see and experience our wonderful forests before the world.”

Vidya, who is playing the lead role in Sherni, shared her experience saying, “Shooting my film in real and live locations in the jungles of Madhya Pradesh was a memorable experience of a lifetime for me. The beauty and heritage of the state has given the perfect backdrop to the story of our film and created a unique world for the audience. I had a lot of fun shooting everywhere in Madhya Pradesh and the people here made it even more special.”

A co-branded advertising campaign under the marketing alliance between MP Tourism and Sherni, engagement between the officials of MP Forest Department and the cast and crew of the film as well as several other grassroots initiatives to promote tourism in the state. Will get

The Lioness will release exclusively on Amazon Prime Video on June 18, 2021, in over 240 countries and territories.



Bollywood Hungama

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