The Mozart of Madras will be scoring a tune for the hill state of Sikkim. A R Rahman has been named Sikkim’s official brand ambassador by the state at the inauguration of the 11-day Red Panda Winter Festival that started on Monday. In addition to the tune—which is bound to be beautiful—Rahman is also reportedly working on a concert to be held in Sikkim.
In his speech, Rahman praised Sikkim for its beauty and diversity, while noting its strides in becoming an eco-friendly destination—Sikkim is the first Indian state to go fully organic in agriculture, and it is also the first state to enforce a total ban on plastic bottles and Styrofoam.
With Rahman as its brand ambassador, Sikkim joins other eastern states that have roped in celebrities to promote tourism. Last year, Priyanka Chopra signed on as the brand ambassador for Assam, while John Abraham has been endorsing the state of Arunachal Pradesh.