Mumbai, Sep 2 (IANS): In a first of its kind initiative, media conglomerate Viacom18's brand solutions arm BE Viacom18 has partnered with Arunachal Pradesh to provide strategic consultation services to promote the tourism in the state.

While BE Viacom18 had handled the strategic marketing and communication drive for Vivo when the Chinese handset brand marked its India debut, this deal with the Arunachal Pradesh government marks the company's maiden foray into the PPP (Public-Private Partnership) arena with a state government, read a statement.

Commenting on the partnership, Saugato Bhowmik, Business Head, Consumer Products and Integrated Network Solutions, Viacom 18, said: "We are ecstatic to have inked a deal to boost the state tourism of Arunachal Pradesh".

"Viacom18 has entered a PPP Model with the state government, wherein we will conceptualise and create the best possible plan of action to make Arunachal Pradesh a 'Must Experience' location.

"This unique association in the Indian media and entertainment sector will see Viacom18 tap into the huge potential of government Non DAVP (Directorate of Advertising and Visual Publicity) partnerships and leverage the group's domestic and international media platforms," Bhowmik added.

Under the association, BE Viacom18 will also work closely with the state government to educate people about the unique highlights and various attractions of Arunachal Pradesh.

In order to leverage the state tourism, BE Viacom18 will release a special audio-visual brand film for Arunachal Pradesh tourism that will be reached out to audiences through the network's broadcast channels.

The promotions will also comprise media buys by BE Viacom18 as well as facilitating production houses from Bollywood and other film fraternities to shoot films, music videos, documentaries, television series, reality shows and also explore Strategic Business IP Partnerships on various cultural events in the state.

Joram Beda, state Tourism Secretary, also shared "Chief Minister Pema Khandu firmly believes that tourism is one of the areas that can generate revenues for the state".

Beda added: "The focus for the government this year, thus lies in boosting the tourism sector and making Arunachal Pradesh a 'Must See, Must Experience' state. For the success of this vision, we need like-minded partners that see and understand our vision and can help us chart this path.

"Being one of the biggest media houses check for the right citation again of the country, we are pleased to have Viacom18 on-board to help us reach out to the right audience through a robust campaign."