MAM
‘Athiti Devo Bhava’ to sensitise Indians towards tourists
MUMBAI: India’s tourism ministry today announced a major initiative -‘Athiti Devo Bhava’ (Treat your guest like God), which is aimed at providing the inbound tourist a sense of being welcomed to the country.
The campaign will target the general public as a whole, while focusing mainly on the stakeholders of the tourism industry. It will also provide training and orientation to taxi drivers, guides, immigration officers, tourist police and other personnel’s directly interacting with the tourists.
‘Athiti Devo Bhava’ will involve sensitisation, screening, induction, training and orientation, certification and feedback of key stakeholders of the tourism industry in India.
Speaking at the launch of the new campaign, minister of State for Tourism (Independent Charge) Renuka Chowdhury said, “‘Atithi Devo Bhava’ is a nationwide campaign aimed at sensitising people about India’s rich cultural heritage, its preservation, cleanliness, hospitality and bringing out an attitudinal shift among the masses towards tourists.”
The campaign will be rolled out in a phased manner over a period of three years. In the first phase Delhi, Mumbai, Jaipur, Goa and Aurangabad will be covered.
The training programme will be conducted by experts at two levels. Level one will primarily train the taxi drivers, guides, porters etc in the form of ‘nukkad’ training, road show and classroom programme. Level two training will be a classroom programme focussing on immigration officials, tourist police etc.
Chowdhury further added, ‘Atithi Devo Bhava’ is the symbolic representation of India’s age old hospitality and with this campaign, we are trying to re-instill in the stake holders a sense of pride and responsibility towards tourists, while positioning India as a popular tourist destination worldwide.”
The tourism ministry is looking at reinventing India’s diversity, modernity and cultural heritage while keeping in view the sustainability and environmental aspects.
Brands
Tommy Hilfiger unveils Spring/Summer 2026 watch collection
Checo Pérez fronts campaign blending F1 energy with Classic American Cool.
MUMBAI: Checo Pérez just traded the racetrack for the wrist game because when a Formula 1 star says time flies, he means it literally. Tommy Hilfiger Watches & Jewellery has launched its Spring/Summer 2026 collection, fusing modern craftsmanship with the brand’s signature Classic American Cool aesthetic. Global ambassador Checo Pérez, one of motorsport’s biggest names, headlines the campaign, infusing the line with high-octane confidence and relaxed sophistication.
Pérez said, “I’ve been a fan of Tommy Hilfiger since my childhood. The brand’s classic heritage style feels natural to me relaxed, confident and easy to wear. This watch collection blends modern innovation with the quality and tradition Tommy Hilfiger is known for.”
The men’s lineup is led by the bold Bank chronograph (44mm case, aluminium pusher guards, tachymeter bezel), powered by a Japanese chronograph movement and available with integrated bracelets or genuine leather straps. Other designs include the TH Oxford, featuring a textured dial inspired by the brand’s iconic Oxford shirt.
For women, the collection offers refined femininity through pieces like the 22mm Norah (slim two-tone case, navy patterned dial with Roman numerals) and the new Mackenzie (geometric bezel, frosted dial that catches light with subtle sparkle).
Shot against vintage cars and effortless style, the campaign captures the spirit of modern motorsport while celebrating timeless, versatile design suited for daily wear or statement moments.
Manufactured by The Movado Group Inc. under licence from Tommy Hilfiger and distributed in India by Titan Company Limited, the Spring/Summer 2026 Watches collection is now available.
In a world where time waits for no one, Tommy Hilfiger isn’t just keeping pace, it’s racing ahead, proving the perfect watch doesn’t just tell time. it tells your story, lap after stylish lap.
