The advertisement 'Khushboo Gujarat Ki' which was launched in Oct 2010 was restricted from being telecasted within the country. It was decided that the campaign would be made global after it was adjudged that Gujarat's was the best tourism department in the country.
The government strategise to publicise the campaign by promoting it in countries through the Government of India offices located overseas and via airlines through all in-flight magazines.
"One of the vital reasons for such growth rate is the advertisement campaign," said Vipul Mitra, Principal Secretary (tourism).
"However, it is Amitabh Bachchan's campaign that has drawn in the maximum number of domestic tourists," he said.
After Gujarat was awarded the best department, Amitabh Bachchan on his blog wrote, "it needs to be mentioned here that this is some achievement. Despite all the baseless criticism that came my way - that I was being paid large sums of money, that this was in lieu of favours done for me by the Gujarat Government and on and on and on.. But.. the system that was most vociferous in their tirade were the ones that now acknowledge it and offer awards in person."