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Vandalise website, not The Taj Mahal

entertainment Updated: Feb 14, 2011 18:34 IST
Sneha Mahale
Sneha Mahale
Hindustan Times
Highlight Story

Don’t you hate it when someone desecrates a historical monument with love messages? Now, there is a way by which the monuments will be spared and Indian lovers can immortalise their messages. Just log on to www.responsibletraveler.in/amarprem .

This unique extension of MakeMyTrip’s responsible traveller initiative aims to awaken the average traveller’s sensibilities to give respect to heritage sites while touring. It was conceptualised by Webchutney to build on the ‘travelling with a conscience’ message, and was launched in December, 2010.

Amar Prem aims to preserve the natural beauty of historical monuments and keep them graffiti-free by offering users ‘virtual’ avatars of their favourite monuments to doodle online. On the website, one can stand right in front of a monument and scribble on the walls, with zero damage to the original monuments. “The website was created as a place where couples/users could immortalise their love on historic Indian monuments without leaving their seats or destroying an actual heritage site,” says Nishi Kant, creative Director, Webchutney.

How it works:
On the site, users are prompted to make a selection from a choice of three famous heritage sites – the Taj Mahal (Agra), Humayun’s Tomb (Delhi) and Charminar (Hyderabad). They can pick from a palette of colours, brush styles and other embellishments such as heart-shapes, Cupid’s arrow, flower and butterfly imprints to embellish their designs.

Once finished, users are prompted to save their creations, and are reminded to preserve the beauty of heritage properties by not defacing or desecrating them. Users can sign up and avail this interactive application for free. “The idea is to spread awareness on treating our culture with respect and keeping heritage sites intact, by engaging the audience in a light-hearted, fun, and interactive activity online,” says Sidharth Rao, CEO and co-founder, Webchutney.

The monuments were chosen based on secondary research and by studying the popularity of various monuments among tourists/travellers across India. There are plans to include more monuments including the Gateway of India from Mumbai in the next phase of the campaign.

The Taj Mahal is the most popular. Mohit Gupta, chief marketing officer, MakeMyTrip .com, says. “It has recorded the highest activity with maximum scribbles imprinted on it, and with triple the number of messages waiting for approval!”

In the future, one could doodle on famous international heritage properties. Another creative twist proposed is 3D models of heritage sites to engage audiences.

Go creative
On the website, users can choose their spot on the life-size image of monument. They can then start pouring their creativity by doodling their message.

To doodle, log on to www.responsibletraveler.in/amarprem/