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Incredible India Campaign- Unfolding its Story : Dr. Amit Gangotia
…….....Unfolding the story of ……….
Presentation By : Dr. Amit Gangotia, Department of Tourism and Travel
Management,SBS, Central University of Jammu
Contact: email: firstname.lastname@example.org, Cell : +91-94192-31278
Why “INCREDIBLE INDIA CAMPAIGN”
• To improve Brand Image of Indian Tourism Industry.
Country of Snake Charmers, Religious Taboos, Black magic, Slums, ---TO----Fastest
Growing Economy, Oldest Civilization, Multifaceted Tourism Product
• Small Countries like Malaysia ,Singapore etc. are
attracting more number of tourist than India.
• To generate employment opportunities.
• To reduce poverty and to have better regional
“It was not a just marketing campaign but was the
introduction to the world about huge diversification
of tourism product of India”
The first marketing initiative of its kind, Incredible India was
conceptualized in 2002 by V Sunil (while he was Creative
Director, O&M Delhi), and Amitabh Kant, Joint Secretary,
Ministry of Tourism. The primary objective of this branding
exercise was to create a distinctive identity for the country.
This resulted in the iconic ”Incredible !ndia” logo, where the
exclamation mark that formed the “I” of India was used to great
effect across all communications. The campaign successfully
established India as a high-end tourist destination, generating a
15% increase in tourist traffic in the first year.
2002 -2.38 Million , 2002- 54th Rank
2003- 2.73 Million (14.3%) ,2003-51st Rank 2004- 44th Rank
• In the second year, the Incredible India campaign focused on spiritual
tourism, resulting in a 28.8% increase in tourist traffic and a no.1 ranking
in the Travel+Leisure readers survey.
• In 2003, Condé Nast Traveller selected India as one of the top ten
preferred destinations for the discerning traveller. “India’s results are
very exciting and show the country’s increasing popularity amongst
sophisticated travellers. It also reflects very positively on the individuals
involved in promoting India as a premium tourist destination.” Sarah
Miller, Editor, Condé Nast Traveller, 2003.
• In January 2004, Lonely Planet conducted a survey in 134 countries to
select the world’s favourite destination for individual travellers. India was
ranked among the top five favourite international destinations in the
global survey (the other four were Thailand, Italy, Australia and New
• The 2003/04 campaign went on to win many prestigious awards, including
Gold at PATA and the Bombay Ad Club.
“A few thousand year old recipes for eternal youth.
You will find unanimous approval from your mind,
body and soul. Do come for an experience that’s
“The meru danda ,or the spine”
Ancient wisdom compares it with shining
golden mountain called meru ,the axis of
the universe, the danda asna straightens
and strengthens the spine.the axis of our
mind,body and soul.Indeed,like Yoga and
Ayurveda,The India offers many
stopovers for the traveler on the journey
of self-discovery, It’s an experience that’s
• After a break of one year, the original team of
Incredible India collaborated again. In 2006,
Delhi based creative agency (A), founded by V
Sunil, was called in to create the new global
campaign for 2006/07. The print and outdoor
executions combined spectacular images ,
self-assured tone – a far cry from the bowing
and scraping of past campaigns.
“A monument of love built by an Emperor Shah Jahan
in the memory of his wife Mumtaz
( And to think these days men get away with giving flowers
and chocolates to their wives)
84 National Parks and 447 wildlife sanctuaries
“Budha has attained salvation ,you can attain it too”
“With abundance of art work, welcome to
the biggest Art gallery on the Planet Earth”
“In India real life is larger than 70mm,and more colurful..Do come
……………………and you will be left amazed”
In March 2007, the global brand campaign (an
evolution of the ‘Incredible’ theme, which was
unprecedented in terms of quality and scale)
was extended to the Internationale Tourismus
Bourse (ITB) Berlin – the world's largest travel
and tourism show – where India was
participating as the Partner Country. The entire
project was directed by V Sunil and Amitabh
Kant, with support from tourism ministries
across the world.
The campaign used the entire city as a canvas -
covering it with large billboards, branding on
taxis and buses, vibrant graphic art and 3D
installations. Signaling a new level of
sophistication in India's branding strategy, the
ITB campaign overwhelmed the international
media and trade. The statistics tell the story:
Overall area: 150,000 sq. m.
No. of exhibitors: 10,923
No. of countries: 180
No. of foreign exhibitors: 7,215
No. of German exhibitors: 3,708
No. of visitors: 177,154
No. of trade visitors: 108,735
Partner country: India
Banners outside the Berlin-Schönefeld International Airport.
• Posters inside the Berlin-Schönefeld International Airport’s arrival lounge
• Posters inside the Berlin-Schönefeld International Airport’s arrival
• Posters inside the Berlin-Schönefeld International Airport’s arrival lounge.
• For the first time in ITB history, the Partner Country hosted a huge pre-launch party. The India Evening
dazzled guests with a kaleidoscope of fashion, culture and fine cuisine, whetting their appetites for the
week to come. 75 folk artists staged music and dance performances from different states
• 45 of India’s best chefs were flown in to create an elaborate 29-course meal that featured
the country’s finest cuisine.
• The National Geographic issued a special collector's
edition in Deutschland titled 'The Magic of India’.
• "India has now established a firm place in world
tourism.” Astrid Ehring, Press Officer, Messe Berlin.
• During the ITB, booklets and posters emphasised India’s position – and
tremendous potential – as the world’s fastest growing democracy.
India Now,London 2007
• India Now was a three-month long campaign designed to
showcase India’s accelerating economy and ever-evolving culture.
It was organized from July to September 2007 in London and
featured events, activities and festivals across the capital dedicated
to Indian art, film, food, theatre, music and fashion. As part of the
campaign, buses and taxis plying along the main routes in London
wore vibrant Incredible India colours and messages. Outdoor
panels in 150 bus shelters featured images of India that
corresponded to the names of famous London Underground
stations, creating a dramatic and amusing contrast. An estimated
one million Londoners and visitors to London participated in these
events. There was also a 16% jump in inbound tourism from the UK.
This was the first campaign developed by the new brand team -
Leena Nandan, new Joint Secretary (Tourism) and V Sunil.
• This special campaign was designed to attract
a global film crowd at the International Film
Festival at Cannes. Large outdoor posters
showed off India’s diverse and picturesque
locales - from the golden beaches of Kerala to
the Tiger reserves of Madhya Pradesh - with
cinematographic-themed headlines such as
‘Location for Hire’ in French.
India @60 ,New York 2007
The year 2007 not only marked the
60th year of independence for India
but also celebrated the arrival of
India on the global platform. The
Incredible India@60 campaign was
launched in New York from 23rd-
26th September 2007 to coincide
with the UN General Assembly
232 lakes,273 rivers,7,517Km of coastline…..Incredible India
1,30,000 species of flora and fauna 70 million hectares of forest
Born 563 BC, enlightened in 528BC,Great Passing 483 BC, Still lives in millions
of hearts, ….Living Buddha,The enlightened one
With three oceans overlapping on our shores …Incredible India
The India Tourism 2008 campaign
was based on the experiences of
those who came to visit India as
tourists and stayed back to make
India their home. It takes a special
bond with the country and its people
to give up everything you know and
set up home, take roots in India. The
creative idea employed a simple
device that stated their country of
birth, followed by text that said
Anne always wanted to be a dancer. In
her formative years, she was nurtured in
classical ballet in Paris. Her search for
the perfect art form came to an end
when she discovered Bharat-Natyam,
Today she is known as “Deevyani”,
one of the most foremost exponents of
Bharat Natyam in the world…..your
search ends here.
Julie Martin was born near Holywood in
L.A. Having a keen interest in Yoga
brought her to India ,she felt so much of
kinship and overwhelming sense of
belongingness. She studied and
mastered yoga..and made India her
LA Campaign ,2009
For Incredible India's campaign in LA, we used the names of
famous Hollywood movies as headlines and set them against
images from India. A simple tongue-in-cheek approach
appropriate for a town that lives and breathes movies.
What we have achieved out of it ???
• India’s total foreign tourist arrivals in 2013 stood at 6.84
• Foreign exchange earnings from tourism in rupee terms
during 2013 were Rs.1,05,836 crore with a growth of 12.0%
over the same period in 2012
• India’s rank in the World Tourism Receipts during 2012 was
16th & India stood at 7th rank among the Asia and Pacific Region
in terms of tourism receipts
But Let’s Stop Here and Ponder
Are we doing ,what is expected out of us ??????
With Bigger/better Position comes Bigger
CHALLENGES AHEAD FOR TOURISM INDUSTRY
Swaagat (welcome) ---- Soochanaa (information)----Suvidhaa (facilitation) ------
Surakshaa (security) ----------Sahyog (cooperation)-----Sanrachnaa (infrastructure)
• S.T.E.P Certification at Kerala
• Concept Of Insured Holidays
• Palm Certification etc.
• GI certification (Tirunelveli halwa and
o Indian are most disciplined when they travel
abroad or in the state like Sikkim