Selecting brand elements, best marketing practices by the government of India

1. +

2. +
Objectives of the campaign
 Extending international tourism business
 Extending leisure travellers’ length of stay in India
 Promoting domestic tourism
 Positioning India from a low cost destination to one of luxury

3. +
History of the campaign
 Launched in 2002, managed by Amitabh Kant, Joint Secretary
at the Ministry of Tourism, Govt. Of India
 The campaign resulted in the Forex earning which grew from
$3460 million in 2000 to $11747 million in 2008
 The tourists arrival in India also rose from 2.65 million to 5.38
million

4. +
Brand Elements
‘The primary objective of the branding exercise
was to create a distinctive identity for the
country’

5. +
The iconic logo where the exclamation mark
that form the “I” of India was used to create
effect across all communication, so this
campaign successfully established India as a
high end tourist destination.

6. +
Campaign Timeline
2002-03
 They use exclamation (!) of the logo creatively
across different visuals in the early campaigns

7. +

8. +

10. +
2003-04
 Second year of the campaign focused on spiritual
tourism
 This campaign was to appeal up-market individual
travellers

13. +
2006-07
 They went beyond showcasing the logo, just used as
a footnote and showed the adventurous and
historical aspects of India with resonating and
relevant quotes

14. +

15. +

16. +

17. +
2007, Personalizing the campaign
 They displayed their confidence by altering their
campaigns by personalizing the campaign to a
specific countries
 Diversity, breath taking images and cleaver pun as
headlines

18. +
London
 Focused on vibrant colors of their taxis and buses

19. +

20. +

21. +
New York
 Showcasing world leaders and Incredible !ndian
culture

22. +

23. +

24. +
2008-09
 Campaigns were validated by customer testimony
with their portraits and small interview. Conveying
the strong impact of India as a tourist destination.

28. +

29. +

30. +
For Information on the campaigns please visit:
http://incredibleindiacampaign.com/
By:- Ankana Gupta
Faquih Khan
Irfan Razi
Rehan Moin
Zarah Khan