Give Delhi a tagline, walk away with Rs 50,000

Can you sum up the essence of Delhi — its history, culture, diversity and modernity — in a catchy tagline? If you can, then recognition and a cash prize of Rs 50,000 awaits you. Sidhartha Roy reports.

Can you sum up the essence of Delhi — its history, culture, diversity and modernity — in a catchy tagline? If you can, then recognition and a cash prize of Rs 50,000 awaits you.

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Delhi Tourism is hunting for a tagline that will be inseparable from the city’s identity.

The idea is to promote Delhi as a tourist destination in itself as it receives the largest number of foreign tourists every year but most see it largely as a transit point. "There are so many places to visit in the city but most tourists get down at Delhi and then go to Jaipur and Agra. We want to change that," said Manish Chatrath, chairman of Delhi Tourism and Transportation Development Corporation (DTTDC).

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A tagline is just the beginning of a more aggressive marketing campaign to change the perception about the capital. Sources said queries have already started pouring in and DTTDC is anticipating a deluge of suggestion within a week.

He said DTTDC wants to create more awareness not only among tourists but also the residents of the city.

Kerala was the first Indian state to come up with a tagline — God’s Own Country — in 1989.

The tagline caught the imagination of many tourists and the state became a tourist hotspot in a few years.

The tagline has to be in English and ideally not longer than four words.

The suggestions, which can be more than one, have to be mailed to the General Manager, DTTDC. More information is available on http://delhitourism.nic.in.