Oscar-winning composer A.R. Rahman, who has been named as the first brand ambassador of Sikkim, hopes India becomes more inclusive towards the ‘fascinating’ Northeast, which he feels is a treasure waiting to be explored. ‘I always find the Northeast region fascinating. It is a part of India that we were not exposed to that much. In this move (appointment as brand ambassador), there is an opportunity for doing this. I think we should be more inclusive of the Northeast,’ Rahman said.
‘For the past seven years, I have been saying that I have met some amazing musicians from the Northeast. I met Shillong Chamber Choir, which now has become popular and we can see them perform at several places. It is important to make them feel that they are a part of India.’
Rahman on Monday was officially announced the first brand ambassador of Sikkim at the onset of ‘The Red Panda Winter Carnival 2018’, which aims at increasing the flow of tourists by promoting the state’s bounty.
In an interview, Rahman opened up about the ‘inspirational’ move, and his future plans.
‘Things like these inspire the whole nation. There is so much to take from here, from the people and from the land. How they make their life very self-sustaining, and are environmentally conscious of maintaining the gift of nature that God has given. They have done it beautifully.’
The Grammy winning Indian musician says he will chalk out a detailed plan to promote the state soon.
‘It is more of an inspirational role because the officials said that both of us should keep the expectations very low. (We are looking at) cultural exchange and find spots through which we can expose Sikkim to the world. It is such a beautiful place. The world needs to be told about Sikkim, even though they know about it.’