Bhopal – On Madhya Pradesh’s 69th Foundation Day, Chief Minister Dr. Mohan Yadav launched a new tourism television commercial (TVC), “Moh Liya Re,” intended to promote the state’s natural beauty and cultural diversity. This advertisement prominently featured well-known destinations like Ujjain, Khajuraho, and Orchha, yet the absence of Madhya Pradesh’s UNESCO World Heritage Sites—Sanchi, Bhimbetka, and Mandu—has stirred significant discontent and raised questions. The tourism department now faces accusations of disregarding the state’s historic and cultural legacy.

Critics argue that omitting renowned sites like Sanchi and Mandu is not just a marketing choice but part of an intentional sidelining of culturally significant locations tied to Bahujan heritage.

Sanchi, a UNESCO World Heritage Site, has long held a special place among Buddhist scholars and Bahujan travelers who visit to connect with the rich Buddhist legacy in India.

Similarly, Mandu, a historical landmark under Muslim rulers, was once the capital of the Malwa kingdom in the 14th and 15th centuries, governed by Muslim dynasties such as the Ghuri, Khalji, and Mughals.

Sanchi: Neglect of a Buddhist Heritage

Sanchi’s Great Stupa, a heritage of Emperor Ashoka and a UNESCO World Heritage Site, stands as a historical emblem of Madhya Pradesh. Renowned as an exquisite example of Buddhist art, its exclusion from “Moh Liya Re” raises serious concerns about the tourism department’s priorities. This decision appears to overlook the cultural wealth of Madhya Pradesh, suggesting a disregard for the historical importance of these sites.

Bhimbetka: Disrespect to Humanity’s Ancient Rock Art

The prehistoric caves and rock art of Bhimbetka, dating back to the Stone Age, present a valuable glimpse into early human civilization. However, its absence from the “Moh Liya Re” advertisement raises doubts about the tourism department’s priorities. This exclusion not only disrespects Madhya Pradesh’s historical legacy but also underscores the tourism department’s apparent preference for viewing tourism solely through an economic lens rather than recognizing its cultural and historical importance.

Mandu: Overlooking a Priceless Site of Love and Architecture

The “City of Love,” Mandu, is a living testament to the legendary love story of Raja Baz Bahadur and Rani Roopmati and a showcase of stunning Afghan-style architecture. Omitting Mandu from the latest advertisement not only symbolizes negligence towards Madhya Pradesh’s heritage but also undervalues the significance of this historic site. Every year, Mandu attracts thousands of visitors, and its absence from the advertisement does a disservice to the state’s historic tourism sites.

An Oversight or Insensitivity by the Tourism Department?

The tourism department has yet to provide an explanation, exposing a potential lack of sensitivity. It is perplexing why sites like Sanchi and Bhimbetka, recognized as UNESCO heritage sites, were overlooked while the focus remained on a select few locations. It appears the department is prioritizing tourist spots that fit into the popular or commercially viable mold rather than emphasizing Madhya Pradesh’s rich cultural heritage.

In a conversation with The Mooknayak, historian, independent researcher, and environmentalist Dr. Smita Rashi highlighted India’s rich cultural heritage and architectural marvels. She noted that the Buddhist monuments of Sanchi stand as an extraordinary symbol of Indian architecture and aesthetics. Dr. Rashi explained that UNESCO granted Sanchi World Heritage status in 1989, establishing it as a global cultural treasure that not only belongs to India but also to the world. The Sanchi Stupas, symbols of peace, not only cement Sanchi’s historical significance on an international scale but also serve as remarkable representations of Indian architecture, religion, and culture.

Dr. Rashi further emphasized the significance of Bhimbetka’s caves, explaining that these ancient rock shelters were named a UNESCO World Heritage Site in 2003. The artwork within these caves provides a glimpse into prehistoric life, showing us humanity’s earliest artistic expressions. Dr. Rashi expressed her belief that such heritage sites deserve far more attention and promotion. She asserted that these sites should have been prominently featured in tourism advertisements to raise awareness of their global significance.

Leader of the Opposition Voices Discontent

Madhya Pradesh’s Leader of the Opposition, Umang Singhar, voiced his strong objections to the exclusion of Sanchi and Bhimbetka in the state’s latest tourism advertisement, calling into question the government’s intentions. He asked, “Does the Madhya Pradesh government and Chief Minister Dr. Mohan Yadav intend to erase these treasures from the state’s identity?” Singhar demanded immediate corrections to the advertisement, urging the inclusion of not just Sanchi and Bhimbetka, but also other heritage sites like Mandu.

Pradeep Ahirwar, president of the SC Congress wing in Madhya Pradesh, accused the BJP government of deliberately excluding Sanchi, Mandu, and the Bhimbetka caves from the “Moh Liya Re” TVC. He argued that these historic sites, especially the Sanchi Stupa, are nationally and internationally significant, and their exclusion raises questions about the government’s policies. Ahirwar called for the tourism department to rectify this “mistake” and ensure these sites receive due prominence.

A Trend of Neglect from Past TVCs to the Present

Previous tourism advertisements featured sites like Sanchi and Bhimbetka. However, since the 2018 “MP Ki Maya” campaign, these locations have gradually disappeared from promotional content. This shift has sparked allegations that the tourism department is intentionally removing heritage sites that may not align with branding or marketing standards. This move not only sidelines these heritage sites but also seems to restrict Madhya Pradesh’s identity within the scope of tourism.

Tourism Department Principal Secretary Shiv Shekhar Shukla stated that “Moh Liya Re” will provide Madhya Pradesh with a new identity. However, the omission of World Heritage Sites from the campaign raises questions about his statement’s credibility. This decision suggests a department focused only on commercially viable destinations, with little consideration for culturally and historically significant sites.

The omission of these sites has fueled concerns that the campaign is glossing over the pluralistic roots of Madhya Pradesh, instead favoring sites that align with mainstream tourism trends rather than showcasing the full spectrum of the state's diverse heritage. Critics have accused the tourism department of sidelining these locations to minimize their historical and cultural narratives in an effort to reframe the region’s identity.

Congress demands that the government and tourism department recognize their responsibility to promote these sites globally and ensure they hold their rightful place in tourism advertisements. This isn’t just about tourism but also concerns the cultural identity of the state, as such neglect could harm Madhya Pradesh’s tourism reputation. Efforts to reach Tourism State Minister Dharmendra Bhav Lodhi for comment were unsuccessful.