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Sri Lanka yesterday welcomed 25 regional finalists of Femina Miss India 2014 and four current title holders of Femina Miss India 2013, as the contest took its first step to move away from its host country to a complete new destination as part of the pageants official agenda.
In its 51st year, the week-long pre-pageant tour in Sri Lanka will see the beauties visiting properties of Cinnamon Hotels and Resorts – official international destination partner – and experiencing some of the country’s best locations while enjoying the true cultural and traditional of Sri Lanka.
The 25 regional finalists of the Miss India crowning pageant, scheduled to be held in India later this month, will be unveiled for the first time this year at Cinnamon Bey during the tour, which kicks off today.
Charming the Indians with Sri Lankan spirit
JKH Deputy Chairman Ajit Gunewardene welcoming the contestants noted that Femina Miss India will certainly put Sri Lanka in the global spotlight as a quality destination.
“As the week progresses there will be a lot of filming, etc that will take place which will highlight some of the islands best locations; as well as our unique culture and warm hospitality which is sure to appeal to Indian audiences around the world watching this pageant.”
The aim is to give Femina Miss India contingent everlasting memories of Sri Lanka and the authentic hospitality so that much more Indians will travel to Sri Lanka in the future, Gunewardene said.
By associating with a pageant of such global repute, Sri Lanka is making the world aware of the diversity the country – and one is sure to be overwhelmed by the charms of the exotic island.
Cinnamon Hotels will also host over 20 international journalists and TV crew from different parts of India during the tour. This is expected to garner over US$ 2 million worth publicity.
Brand ambassadors
for Cinnamon Hotels
The winner of the overall pageant will return to Sri Lanka as a brand ambassador for Cinnamon Hotels and Resorts, Gunewardene added, and will represent the chain in several events both here and in India.
This will expose Sri Lanka as a travel destination even further, he expressed.
All of this is part of the brand strategy the Cinnamon Hotels and Resorts have embarked upon over the last two years in making ‘Cinnamon Hotels and Resorts’ the preferred brand in Sri Lanka.
The pre-pageant tour
The pre-pageant tour includes a stay at Cinnamon Bey, the company’s five-star property on the west coast, where the contestants will first relax and unwind and then be part of some exhilarating local experiences including spar treatments, local cooking activities; as well as various excursions in Balapitiya and Galle Fort, and then water sports at BBH, etc.
They will then return to Cinnamon Grand Colombo for the preparation of the gala fashion show ‘Beauty and Glamour’ which will be held on 16 March sponsored by Aviraté.
On the final day, there will be a full city tour in Colombo before the contestants returning to Mumbai.
A dynamic training program and photo-shoot is expected to take place at Cinnamon Hotels and Resorts.
The gala fashion show
Titled ‘Beauty and Glamour’, the gala nigh featuring a fashion show will be held at Cinnamon Grand Colombo where the 25 finalists will showcase some of Aviraté’s latest designs with creative direction by Sri Lankan international fashion designer Dinesh Chandrasena. This is to be the highlight of their stay.
Four years since the brand debuted in Sri Lanka, Aviraté went on to become a preferred brand name in India within two years. With ten stores in India, the brand is confident of their market presence and will add in another 14 by the end of the year, Aviraté Sri Lanka CEO Asim Younoos said. Expectation is to grow this to 50 stores by 2015.
“We launched our brand in Canada this year and is in discussion with a leading UK online retailer as well,” Younoos added. “We are also looking at Singapore, Malaysia, Indonesia and Dubai for 2014.” Confident that such events as these could market Sri Lanka as a shopping destination, more should eb encouraged and attracted, he asserted.
Alongside Aviraté, Chandrasena will also showcase some of her own label ‘Red Banana’ pieces on the runway. Hameedias too has partnered this gala event to showcase some of their show-stopping designs.
Grand Finale in
Sri Lanka next year?
Giving hope to the Sri Lankan community, Times Group COO-OMS Rohit Gopakumar yesterday acknowledged that he would like to extend the partnership with Sri Lanka for more than just six days next year.
“I hope I will be able to bring back the team next year, not only for a six-day function, but I would like to do my finale in Colombo,” Gopakumar said.
Having bought down some 70 Indians to the country for this pageant alone, having the finale would increase the number of tourists in to Sri Lanka by 500-700 persons, he added; “that is my promise to you.”
He also expressed interest in partnering with JKH for multiple years and grow the relationship by using some of their other properties outside Sri Lanka as well.
Destination promotion
India, the number one tourist market to the country is a promising market having brought down 208,000 tourists to the country in 2013 – a 26% increase over the previous year. Sri Lanka Tourism Promotion Bureau Director Marketing Madhubani Perera noted that the target for Indian tourists in to Sri Lanka for this year is 260,000.
“Events such as these will promote Sri Lanka as a destination and help us welcome more tourists to the country,” Perera said. In 2013, Sri Lanka Tourism carried out two mega destination promotion events in Mumbai and Bangalore. “They are a very important market to Sri Lanka.”
Exposure and publicity
Organised by the Times Group, India’s largest media conglomerate and publishing house, Sri Lanka will receive widespread exposure as a destination of choice.
Company COO-OMS Rohit Gopakumar noted that their expertise reach all mediums of media – both the traditional and modern and has the largest reach across India. “Times of India is a 1.6 billion annual sales turnover company and is contained in India whereas the television channel is viewed across Middle East US, Australia, etc.”
Times of India newspaper is published out of over 40 cities and reaches to a circulation figure of five million copies. The company also owns India’s most popular English daily’s and has three regional language daily’s along with a Hindi language daily. The leading business publication The Economic Time is also one of their products.
From TV perspective, they own five channels which include the leading English news channel in the country and leading business news channel. Company’s radio station covers over 40 cities with its frequency.
The 175 year old company as also the first movers of internet business with indiatimes.com and is now moving on to mobile applications. Just two weeks back they launched a Miss India app for android and iPhones through which girls all over India can take part in the contest through the app.
Miss India: perfect launching pad for Indian girls
For 51 years, Femina Miss India has been an amazing platform for girls across the country – not just in leading metros of India but reaching all corners of the country – not only to launch themselves in to films but also to modelling. So many have entered Bollywood, and a lot others have found career lines as fashion designers, grooming consultants, etc.
“We are able to bring forward the women power,” Gopakumar said. “In the coming years we would like to start grooming schools for smaller towns which will help people gain confident and face the challenges of a growing city.”
Miss India Organization Brand and Operation Head Natasha Grover added that the contest has grown in stature year after year and has had the organisers travelling the length and breadth of India. This year they travelled across 21 cities to get the best talent to represent India globally. “Miss India is the oldest and the most celebrated beauty pageants in the country today. We are extremely proud that the entire essence celebrates women power and beauty.”
Sri Lanka: Initial international preparation for contestants
“With these partnerships through Cinnamon Hotels, we are looking at exposure for the girls to travel to other countries like Sri Lanka,” Grover said.
For some of the contestants it was the first time travelling in an airplane, let alone another country. Airport and Aviation Services Limited has offered their special and unique Silk Route services for the arrival and departure of the contingent, ensuring a smooth welcome and departure to the country.
“Coming to Sri Lanka not only prepares them and gives them a fantastic quick-start but also prepares them for the international leg they will experience when they win the crown.”
The contestants will know what it is to actually visit a destination, absorb culture and the mindsets of the people they meet.
Grover commented: “This is the best way to have Sri Lanka on board. Thank you for welcoming us by not only opening doors, but opening your hearts.”
Pix by Daminda
Harsha Perera
