Pics: The Sikkim that made A R Rahman fall in love

The music composer is the state's first ever brand ambassador!

AR Rahman Sikkim brand ambassador

A R Rahman begins his Sikkim adventure.
Photograph: @arrrahman/Instagram.

As north-eastern states up their tourism game -- Assam roped in Priyanka Chopra as brand ambassador in 2016 -- Sikkim has joined the race by roping in music composer A R Rahman as brand ambassador.

The association with the Oscar and Grammy winner was announced yesterday at the ongoing Red Panda Winter Carnival, which is aimed at increasing the flow of tourists and promoting the state's economy and culture.

Sikkim's Minister for Tourism and Civil Aviation Department Ugen T Gyatso added, 'Despite being the second smallest state in the country, we are growing at a rapid pace.

'We see a bigger and better future for Sikkim and with Rahman and his versatility and graceful nature, he lives up to the affectionate nickname of 'Isai Puyal' (Music storm) as he breezes in from the south to the Himalayas, resonating his mellifluous melodies to the world. There couldn't have been a better fit.'

Sikkim's association with Rahman was announced at the Red Panda Winter Carnival.
Photograph: Courtesy Sikkim Tourism.

Rahman, who is the Sikkim's first ever brand ambassador, said in a statement, 'As Helen Keller rightly said -- the best and most beautiful things in the world cannot be seen or even touched. I feel this was said for Sikkim and Sikkim only.'

Sikkim is home to the natural beauty of the Teesta and Rangeet rivers and the summit of Khnagchendzonga.

Rahman said, 'The beauty of Sikkim doesn't only lie in its hills and valleys, but in its feelings and culture as well. I'm highly impressed by the State's development and mesmerizing culture. I'm honoured to be the face of this beautiful state.'

Scroll down to see how Sikkim charmed Rahman.

AR Rahman Sikkim brand ambassador