2. India is … Red dots
• Bovine blood
• Dirt
• Jewel
• Who?
Women, men, priests,
monks and saints
3. Red dots
WOMEN
• Marital status
- Good fortune
- Uphold the sanctity of
marriage
•Fashion statement
•Stand out
4. Red dots
MEN
= “Mark of good luck”
• After some rituals
• Religious ceremonies
• During festivals
5. Red dots
PRIESTS, MONKS
AND SAINTS
• Center of spiritual
energy/Guru’s seat
• Pay respect to their Guru
• Activate the Chakra
• Overcome inner ego
6. India is … Spirituality
SPIRITUALITY
•One’s self + the spirit
•More private and personal
AND
RELIGION
•(public) rituals
•Organised
Part of everyday life
10. Target Audience
• The alternate independent
Offering Unique experience
• Upmarket tourists
Investments in Indian tourism
• Rich and famous
Mass market tourists
25. Benefits
• 1st
year: Tourist traffic + 16%
• 2nd
year: Tourist traffic + 28%
• N°1 ranking in the Travel + Leisure readers survey
India established as a high-end tourist destination
26. Benefits
Fastest-growing market in terms of international
tourist spending
•International tourists spent 25% more money
•India earned half of what China did
27. Difficulties (SWOT)
STRENGTHS
•Cultural and historical heritage
•Powerful visual impact
•Popularity
WEAKNESSES
•Could not appeal to the average tourist
•Uni-dimensional
•Did not cover all the aspects
28. Difficulties (SWOT)
OPPORTUNITIES
•A lot of potential to attract tourists
•Wider campaign can be planned
THREATS
•If the campaign fails to innovate it will lose
its appeal
•Competition from neighbouring countries
29. Awards
PROMOTIONAL FILM:
Global platforms (Oscars, Grammy’s, BAFTA
awards)
•World Travel Award 2009
•Grand Prix Award CIFFT 2009
•PATA awards (several times)
•Other International awards