Actress Koena Mitra endorses 'Brand Jharkhand'

Jan 10, 2008 IANS

New Delhi, Jan 10 (IANS) Jharkhand has become the first state in the country to have a Bollywood actress as brand ambassador. And it is not local star Tanushree Dutta or iconic Mahendra Singh Dhoni, but Koena Mitra. The Kolkata actress will be promoting the tribal state as a preferred investment destination for non-resident Indians (NRIs).

The film stars are known to endorse products and companies, but Koena is the first to endorse a state for promotions.

Koena has been commissioned to endorse the state by the diaspora publication "Pravasi Today", which acts as a bridge between non-resident Indians and the country.

The actress, christened the "Daughter of the East", to endorse "Brand Jharkhand", however, didn't forget to remind state representatives of Tanushree Dutta.

"My best friend Tanushree is from Jharkhand and we spend a lot of time discussing it. I have visited Ranchi and Jamshedpur, the two most important cities in the state. So, I request investors to come to Jharkhand and get a feel of its potential," the actress told IANS Thursday in New Delhi.

"I am happy that I have been asked to promote the state as an investment destination. I have strong ties with the state, as I am a Bengali from Kolkata, which is barely 500 km from Jharkhand," said Koena to sound at ease at her choice over Tanushree Dutta or Mahendra Singh Dhoni as the state's brand ambassador.

While Deputy Chief Minister Sudhir Mahto seemed more concerned with reforms in land acquisition policy, Chief Minister Madhu Koda was all praise for Koena Mitra. "Koena will help us sell the state as a viable brand to investors. Having her as an ambassador lends a touch of glamour to this entire exercise of promoting the state," said Koda.

"We will unveil a new land use policy next month that will ensure adequate land for investors by recycling old industry land. Land from sick industries will be acquired by the state and recycled for new investors," Sudhir Mahto told IANS.