'Bunty and Babli' to help preserve heritage

Buoyed by the response to the Atithi Devo Bhava (guest is god) campaign, the central tourism ministry is all set to unveil another campaign 'Bunty and Babli', a take on a Bollywood flick, for preserving heritage monuments.

The 'Atithi Devo Bhava' campaign was launched in January 2005 to boost tourism by orienting key people to make the tourists feel welcomed in India.

"Adding on to our Atithi Devo Bhava campaign, which sensitised taxi drivers and airport employees, we are now launching another campaign to create awareness against garbage droppings and scribbling of graffiti on monuments," Tourism Minister Ambika Soni said here Wednesday.

Launching the campaign - both in the print and audio-visual media -- Soni said it would help "initiate a sense of pride about India".

The minute-long advertisement shows a couple - Bunty and Babli - freaking out at various tourist spots. They throw garbage and write graffiti on historical monuments through the day. When they return home they see their house messed up by someone else. Bollywood superstar Shah Rukh Khan then comes on the screen in a white shirt and asks people to take care of their towns as they would of their homes.

"We want all major players in the tourism sector to tie-up with the ministry to create awareness. We want the NGOs to use our new logo for the campaign and take it as a citizens' campaign," the minister told reporters at a press conference.

"I felt it was essential to imbibe in people a sense of belonging and pride about where they live. This will be a nationwide campaign."

Narrating an incident, she said she once saw a person who was travelling in a luxury car throw his hamburger wrapper on the road. "Even educated people in metros do not follow basic civic rules. So I think this campaign will open their eyes too," Soni added.

The Atithi Devo Bhava campaign also sensitised guides, immigration officers, tourist police and other personnel directly who interact with tourists.

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