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AR Rahman’s tryst with the Land of Monasteries as Sikkim’s brand ambassador


Music Maestro Allah-Rakha Rahman more commonly known as AR Rahman, is the Brand Ambassador of Sikkim Tourism and Business. Rahman was appointed at the beginning of ‘The Red Panda Winter Carnival 2018’ by the Chief Minister Pawan Kumar Chamling. The event took place during his Sikkim tour, most part of which he spent in the land of monasteries, Gangtok. 

Image by @arrahman, Instagram

 Rahman with members of Sikkim government (2018; former).

Rahman has always found the Northeast to be a fascinating part of India. For Sikkim, Rahman wishes nothing but inclusivity and an opportunity of being part of the rest of the country.

The main aim of providing this position to Rahman in the Winter Festival was to increase the inflow of tourists. Gangtok is a hotspot for people who seek serenity and peace, it is a major pilgrimage site for Buddhism and houses the finest of Buddhist monasteries. The scenic beauty of snow-capped mountains accompanied by a cold weather, is what you will discover and grow to love about this city.

The monasteries in Gangtok have a large collection of stories! Some are old, some are new, and some have taken a substantially long time to stand up; but each one comes with a great moral to learn from.

In an interview, Rahman said, “The beauty of Sikkim doesn’t only lie in its hills and valleys but in its feelings and culture as well.”

Image by @arrahman, Instagram

Some glimpses shared of the ceremony, highlighting the beautiful culture of Sikkim.

A.R. Rahman is a very respectable and noble musician, he is the recipient of 2 Academy Awards, 2 Grammy Awards, a BAFTA Award, and a Golden Globe Award; in addition to this, he was also bestowed with India’s third highest civilian honor, Padma Bhushan in 2010. Throughout his career, he has focused on communicating significantly important messages with the help of music and art, and he continues to do the same for the state of Sikkim.

The elegance of Gangtok and Sikkim altogether has flourished with a face and voice like Rahman representing them. Rahman has already worked on promoting Himalayan projects for Sikkim, which have worked like a charm, making the state stand out on national and global platforms.

Image by @arrahman, Instagram.

AR Rahman enjoying some time with a Yak in Sikkim.

Sikkim is an eco-tourism state, and only undertakes organic farming. Gangtok is a gorgeous place that has become a part of Indian culture over time, but the Indian culture mentioned here isn’t defined into a shape; India has a plethora of diversity and cultures, Sikkim being a part of it. This diversity yet belongingness to culture is what brings us together as Indians!