Tagline quest sees deluge of entries | delhi | Hindustan Times
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Tagline quest sees deluge of entries

Last month, Delhi Tourism had invited suggestions for a catchy tagline for the Capital. The response from Delhiites has been huge and the Delhi Tourism and Transportation Development Corporation’s (DTTDC) office is inundated with suggestions — 8,000 of them. Sidhartha Roy reports.

delhi Updated: May 14, 2012 00:21 IST
Sidhartha Roy

Last month, Delhi Tourism had invited suggestions for a catchy tagline for the Capital. The response from Delhiites has been huge and the Delhi Tourism and Transportation Development Corporation’s (DTTDC) office is inundated with suggestions — 8,000 of them.


Delhi Tourism has promised a cash prize of Rs 50,000 for the winning entry and recognition for the person who comes up with the winning tagline.

The idea is to sum up the essence of Delhi — its history, culture, diversity and modernity — in a catchy tagline, which will be inseparable from the city’s identity.

While most Indian states have their own taglines, mainly to promote tourism, Delhi has been lagging behind on this front even though it is the gateway to India for the largest number of foreign tourists every year. The idea is to promote Delhi as a tourist destination in itself as it receives record numbers of foreign tourists but most see it largely as a transit point.

“We have received many entries for the contest and the winning tagline will be definitely selected by the end of this month,” said Manish Chatrath, chairman of DTTDC.

The suggestions, which have been received on both letters and emails, are being opened now and will be first screened by a committee of DTTDC officials. The selected entries will go through a second round of screening by a committee headed by the managing director of DTTDC.

“When the number of selected entries come down to 15-20 suggestions, we would try to also rope in eminent citizens of Delhi to select the top three entries,” said Chatrath. “We will also request Delhi’s chief minister, who is also the tourism minister, to be part of the process,” he said.

While the winning entry will get Rs 50,000, the second and third winners would also get cash prizes.

A tagline is just the beginning of a more aggressive marketing campaign to change the perception about the Capital. DTTDC wants Delhi to become a major tourist destination in itself.