Madhya Pradesh Tourism has unveiled a breathtaking new campaign film in collaboration with Grammy-nominated sitar virtuoso Anoushka Shankar, bringing to life the rhythm, beauty, and cultural soul of India’s heartland.
The film — a poetic blend of music and visual storytelling — has been conceptualised by Span Communications and produced by Venus Productions. Under the creative direction of Vishal Bhardwaj and cinematic vision of director Ravi Jain, it pairs Shankar’s ethereal sitar compositions with awe-inspiring visuals shot across ten of Madhya Pradesh’s most stunning locations — including Gwalior, Chanderi, Orchha, Khajuraho, Maheshwar, Mandav, Sanchi, Maihar, Jabalpur, and Bandhavgarh.
Described as a “cinematic symphony”, the campaign captures the spiritual essence of Madhya Pradesh — from the intricate temples of Khajuraho and serene ghats of Maheshwar to the lush jungles of Bandhavgarh — encapsulating the state’s diverse landscapes, wildlife, art, and heritage.
Sheo Shekhar Shukla, Additional Chief Secretary, Department of Tourism, Culture, Home and Religious Trust and Endowment, Government of Madhya Pradesh, and Managing Director, MP Tourism Board, said: “Madhya Pradesh is a living symphony of culture, nature, and history. Collaborating with Anoushka Shankar, whose artistry reflects that soulful essence, has allowed us to create more than a film — it’s an invitation to feel the heartbeat of our state.”
Sharing her experience, Anoushka Shankar said: “It feels like a homecoming for me to be working on this project, given my roots in India and the incredible talent and team behind it. I hope this film does justice to the beauty and richness of Madhya Pradesh.”
Vishal Bhardwaj, Creative Director, described the campaign as a “love letter” to the state: “Madhya Pradesh is a treasure trove of colours, textures, and emotions. Anoushka Shankar’s sitar playing perfectly complements the state’s rugged beauty and rich cultural heritage. We wanted to capture the essence of MP’s soul — its people, landscapes, and music.”
Naresh Kheterpal, Founder and CEO, Span Communications, added: “MP Tourism is more than just a brand — it’s an experience. Our campaign strategy was designed to highlight the state’s unique selling points, from its stunning landscapes to its cultural depth. Collaborating with Anoushka Shankar has made this journey both authentic and captivating.”
Director Ravi Jain called the project a rare creative confluence: “Anoushka Shankar’s music and the timeless beauty of Madhya Pradesh offered the perfect foundation to create something poetic and evocative — a musical voyage unlike anything seen before in tourism campaigns.”
Anil Jain, Producer, Venus Productions, shared: “Producing this film was a logistical challenge but an immensely fulfilling one. Our team worked tirelessly to capture the state’s soul, and Anoushka’s artistry brought a profound emotional depth to it.”
The campaign also features Abhishek Arora in music production, Lakhan Rathore as Director of Photography, Suvir Nath as Editor, and Shitij Arora for aerial cinematography.
With its seamless blend of soulful music, evocative narrative, and breathtaking visuals, the new Madhya Pradesh Tourism film stands as a testament to the state’s commitment to inspiring travellers worldwide to explore the heart of India — where music meets majesty.
Watch the film here: MP Tourism x Anoushka Shankar – Musical Tribute to Madhya Pradesh
