Global landmarks, barely any Bengal: West Bengal tourism ad gets a thorough online roasting

The campaign, unveiled as part of the state’s new tourism brand identity, has left social media users questioning why global landmarks dominate a film that was meant to promote West Bengal.

The row erupted after Chief Minister Suvendu Adhikari unveiled West Bengal Tourism’s new logo and brand identity at an event on Friday.

The BJP’s West Bengal unit later shared a video from the launch, describing it as the grand unveiling of the state’s new tourism identity.

However, instead of Bengal’s beaches, hills, heritage sites, forests or cultural landmarks, viewers were greeted with images of some of the world’s most recognisable destinations.

For years, Bengal’s tourism identity was anchored by the warm and memorable “Experience Bengal – The Sweetest Part of India”, a tagline that captured the state through its food, culture, hospitality, heritage and unmistakable emotional character. The new “Where India Feels Different” seeks to broaden that promise, presenting Bengal as a place where India can be experienced in a distinct way. The shift, however, raises a simple question: has Bengal traded a memorable identity for a slogan that says much less?

Eiffel Tower to Egyptian Pyramids, but where is Bengal?

The promotional film features the Eiffel Tower, Moscow’s Saint Basil’s Cathedral, Egypt’s pyramids and Rio de Janeiro’s Christ the Redeemer, among other global landmarks.

For many viewers, the obvious question was: Where is West Bengal?

Apart from a brief appearance of the Howrah Bridge, the advertisement offered little visual representation of the state’s own tourist attractions, quickly triggering a wave of criticism and memes online.

The fleeting glimpse of the iconic bridge soon became a major talking point, with social media users mocking the campaign for appearing to promote international tourism rather than Bengal.

Rs 500 crore tourism push announced

At the event, Adhikari also announced a Rs 500 crore investment push aimed at improving tourism infrastructure across West Bengal.

“We have destroyed the tourism infrastructure in our state. Tourists pass through Darjeeling and Kalimpong in our state and travel to Sikkim. We are determined to change this,” the chief minister said.

But even as the government spoke about reviving tourism in the state, the promotional video itself became the focus of the conversation.

‘Tacky, trashy’: Leaders join the backlash

The criticism soon moved beyond ordinary social media users.

TMC MP Derek O'Brien gave the campaign a scathing review, calling it: “Tacky. Trashy. Thooo.”

BJP veteran leader and former Tripura Governor Tathagata Roy also took aim at the video, describing it as “amateurish” and questioning why visuals from Moscow, Egypt and Rio de Janeiro were being used to promote West Bengal.

A social media user similarly questioned the campaign’s concept, saying it looked more like an advertisement for international tourism than one promoting Bengal.

Another user compared the campaign with the branding efforts of Kerala, Odisha and Rajasthan, arguing that the tagline, “Where India feels different,” lacked a distinct connection with West Bengal.

The user pointed to Kerala Tourism’s globally recognised “God’s Own Country” campaign as an example of branding that creates a strong and immediate association with a destination.

Campaign meant for Bengal, but internet asks: ‘Where is Bengal?’

With Bengal’s rich tourism offerings—from the Himalayas and the Sundarbans to Kolkata’s heritage, Darjeeling’s tea gardens, Digha’s coastline and Santiniketan’s cultural legacy—critics questioned why the campaign appeared to rely on global imagery rather than showcasing what the state itself has to offer.

As the backlash continues online, one question has come to define the controversy surrounding West Bengal Tourism’s new brand identity:

A campaign meant to promote Bengal—but where, exactly, is Bengal?