Our Bureau
New Delhi
MakeMyTrip, in partnership with the Ministry of Tourism, has launched a heartfelt campaign titled “India: The Homecoming,” aimed at inviting the Indian diaspora to reconnect with their roots. This initiative was unveiled just before India’s 78th Independence Day, serving as a poignant reminder of the rich cultural heritage and transformations that India has undergone.
The centerpiece of the campaign is an evocative online film featuring renowned poet and lyricist Gulzar. His stirring narration, “kitna hua hai inn dino badlav toh dekho, tum apne ghar mein laut kar aao toh dekho” (Look at how much has changed these days; come back home and see), encapsulates the essence of the campaign. It highlights India’s evolution, encouraging Indians abroad to return and witness the changes firsthand.
Gajendra Singh Shekhawat, India’s Minister of Tourism and Culture, emphasized the campaign’s significance, stating, “This Independence Day, we call upon the Indian diaspora across the globe to take a trip back home and experience Incredible India in all its richness.” He noted that the initiative aims to empower the diaspora to become ambassadors of the Incredible India campaign, fostering a deeper connection with their homeland.
For many Indians living abroad, nostalgia for their homeland intensifies during significant celebrations like Independence Day. The campaign seeks to evoke this sentiment, reminding the diaspora of their sacred ties to India’s culture, history, and heritage. Rajesh Magow, Co-founder and Group CEO of MakeMyTrip, expressed enthusiasm for the campaign, highlighting its goal to inspire pride and nostalgia among Indians worldwide. He stated, “This initiative is about celebrating the unbreakable bond that every Indian, no matter where they are in the world, shares with their homeland.”
The “India: The Homecoming” campaign is not just about travel; it is about experiencing a transformed India. The film showcases modern infrastructure, vibrant cities, and the rich diversity of Indian culture. It aims to attract the diaspora by presenting India as a destination that has evolved while retaining its essence.
The campaign aligns with the broader “Chalo India” initiative, which encourages the Indian diaspora to visit India and explore its myriad offerings. The Ministry of Tourism aims to create an inclusive atmosphere that welcomes Indians back home, fostering a sense of belonging and connection. With this initiative, MakeMyTrip and the Ministry of Tourism hope to inspire a wave of homecoming, inviting Indians to rediscover the beauty and diversity of their homeland while celebrating the progress it has made. As the campaign unfolds, it promises to rekindle the spirit of belonging and pride among the global Indian community.
