West Bengal wants you. At least its tourism department does. It recently embarked on a grand exercise of introducing you to the delights and delicacies of the state. It has begun by changing its brand identity from ‘Beautiful Bengal’ to ‘Experience Bengal’, with the tagline ‘The Sweetest Part of India’. The massive effort includes a pan-India television and FM campaign, airport branding, advertising and pushing the brand on social media. A proud fact, to quote WB Tourism: “[Our] Facebook account has crossed more than 7 lakh likes within a period of two years and is currently a shade behind Kerala and Gujarat”. And a fascinating, if incidental, fact: the tourism department’s budgetary allocation has increased almost six-fold in four years. See you in West Bengal. But first, see wbtourism.gov.in.