Amidst murmuring among sections of society including intelligentsia, devotees and local villagers about the apparently hyped-up commercialised approach of the State authorities for promoting "religious tourism", the launch of a television series based on Kedarnath and brief performance by popular singer Kailash Kher at this sacred location on the weekend has also elicited questions in the public about the outcome of spending time and other resources on the various personalities made "brand ambassadors" of Uttarakhand till date.
A range of personalities from various professions including sports, commercial cinema and other spheres have been made brand ambassadors of the State or appeared in advertisement campaigns as in the comparatively recent case of cricketer Virat Kohli who was seen in a television commercial meant to "attract" tourists to the State earlier during 2015. The Kohli episode had also sparked off a debate and differing views with the Uttarakhand Pradesh Congress Committee president Kishore Upadhyay also opposing the decision at that time.
Observers opine that though the State authorities have for years been stressing on boosting income generation from pilgrimage activities, reconstruction work in 2013 disaster affected Kedarnath region and other sites especially along the Char Dham Yatra circuit were executed with a special focus on facilitation of "religious tourism" for boosting revenue generation. The State managed to execute considerable repair and reconstruction works rebuilding roads and infrastructural facilities more prominently on the Char Dham Yatra circuit. A member of the priestly community not wanting his identity disclosed recalled that he used to spend months in Kedarnath during the pilgrimage months before the June 2013 disaster but is not sure about the post-disaster scenario considering various construction works and an apparent encompassment of tourism, varied constructions, recreational and other commercial aspects in ancient beliefs and religious practices.
"Rise in the 'VIP culture' in recent years is disappointing especially when devout watch the Government machinery going to the extent of rolling out a red-carpet for a constitutional post holder in Kedarnath and focusing mainly on an individual position holder in a hallowed place where lord Shiva in the form of Kedarnath is considered to be above all, blessing all devotees with equanimity," he said, while also questioning why the Char Dham and other important pilgrimage centres are being viewed by the authorities in a manner which appears to be focused more on optimising income generation from visitors.
It is pertinent to mention here that during 2015, the State Government had made cricketer Virat Kohli as the State's "brand ambassador" to 'attract' tourists especially youth to the Char Dham Yatra. This step had elicited objection from the Pradesh Congress Committee president Kishore Upadhyay against the Congress-led State Government's decision. The PCC chief had then stressed that with its Himalaya, Ganga and other rivers and a rich natural and cultural heritage, Uttarakhand did not need a brand ambassador. He had also questioned the benefit achieved by making veteran actress Hema Malini or India cricket team captain MS Dhoni the State's ambassadors in the past, adding that "they did little for Uttarakhand as the State's ambassadors".