Gujarat Tourism sought to reimagine its cultural tourism outreach for a younger, digitally native audience. By partnering with Influencer Hive, the board launched the flagship "Pravasi Mitra" creator collective—bringing 45 premier travel documentary makers, food anthropologists, and regional storytellers to explore uncharted heritage sites, ancient stepwells, and craft clusters across Kutch, Ahmedabad, and Saurashtra.
The campaign pivoted away from conventional sponsored reels toward cinematic, documentary-style short films and interactive Instagram Guides that revealed hidden cultural gems through the lens of local artisans and folklorists.
