2. INTRODUCTION
India is a country of different cultures and languages
where people comes together.
India is a tourism destination is the toast of the world at
the moment.
Travel and Tourism industry is the second highest foreign
exchange earner for India.
The World Travel & Tourism Council calculated that
tourism generated in 2016 was Rs.14.02 lakh crore and
9.6% of the nation's GDP.
Everyone needs advertisement to promote to reach the
customers . Tourism is international and economic activity
which needs advertising at a very big scale.
3. The incredible India campaign launched in 2002 was a major initiative by
the government of India to promote India as a tourist destination.
The first marketing initiative of its kind, incredible India was
conceptualized in 2002 by V. Sunil and Amitabh kant (Joint Secretary
under the Union Ministry of Tourism)
Incredible !ndia
The primary objective of this branding
exercise was to create a distinctive
identity for the country.
The incredible India campaign was an integrated communication
effort to support the Indian tourism industry efforts to attract tourist
to the country.
4. Problems arises to Incredible !ndia campaign
The campaign was conducted globally and received appreciation from industry observers and travelers alike.
Incredible india campaign also came in for criticism from some quarters. Some observers felt that –
Campaign had failed to cover several aspects of India which would
have been attractive to the average tourist.
It would be better to build the necessary tourism infrastructure
before launching marketing campaign.
Some felt that tourism industry is depended on solving the
infrastructure problems rather than an extravagant communication
campaign.
India was able to attract less tourists not so much because the
country was unable to market itself, but more because of poor
connectivity, exorbitant taxes, visa problems, unsanitary conditions,
and shortage of affordable, good quality accommodation.
5. In 2008, the Ministry of tourism hired Indian actor Aamir Khan to endorse the campaign which was titled 'Atithidevo
Bhava', Sanskrit for 'Guests are like God'.
In 2015, Bollywood superstar Aamir Khan, whose comments on perceived intolerance in the country had created a
controversy, ceases to be the mascot for government’s ‘Incredible India’ campaign as the contract for it has expired.
actors Amitabh Bachchan and Priyanka Chopra have been chosen as the brand ambassadors for the government's
'Incredible India' campaign.
The government is revamping its strategy to market India as a preferred destination for both foreign as well as
domestic tourists, with an eye on doubling traffic from both segments.
A fresh Incredible India 2.0 campaign, backed by an interactive new website on India's tourism hotspots are in the
works and expected to be launched by September 27 this year, marked as World Tourism Day.
The ministry wants to now also promote domestic tourism at central level, and will push its regional offices to
contribute to the same.
7. INCREDIBLE INDIA TOURISMS
MADHYA
PRADESH
TOURISM
RANG HAI ,
MALANG
HAI
GUJARAT
TOURISM
KHUSHBOO
GUJARAT KI
RAJASTHAN
TOURISM
JAANE KYA
DIKH JAAYE
ORISSA
TOURISM
SOUL OF
INCREDIBLE
INDIA
KERALA
TOURISM
GOD’S
OWN
COUNTRY
9. Incredible !ndia campaign
2002-2003
• The campaign began
in middle of tourism
crisis in 2002 started
off on a low note with
an outlay of just Rs.15
crore.
• at that time all
outlays used to be
divided into 18 foreign
offices, and hotel
occupancy rates
where 20%.
2003-2004
• It focused on spiritual
tourism which
resulting in a 28.8%
increase in tourist
traffic.
• It also win gold in
PATA) Pacific Asia
Travel Association and
the Bombay ad club.
2006-2007
• Delhi based creative
agency was called in
for new campaign.
campaign went on to
win the PATA Grand
Award 2007 for
Marketing
• The print and outdoor
with a wry, self-
assured tone – a far
cry from the bowing
and scraping of past
campaigns.
2007-2008
• The Colours of India
campaign emphasized
India’s diverse cultural
spectrum.
• Featuring breathtaking
images and colour-
based headlines such
as Coffee Brown and
Red Hot, the campaign
was launched globally
in 71 leading
newspapers and
magazines
2008-2009
• 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.
• The creative idea
employed a simple
device that stated
their country of birth,
followed by text that
said ‘Motherland:
India’.
10. Incredible !ndia in foreign countries
India@60, New York 2007
•It was launched in New York from 23rd-26th September 2007 to
coincide with the UN General Assembly session
•It took India’s extraordinary energy and cultural diversity to the
watching world
India Now, London 2007
•It was 3 month campaign to showcase of culture sand economy.
•An estimated one million visitors to London participated in these events. There was
also a 16% jump in inbound tourism from the UK.
11. Incredible !ndia in foreign countries
LA Campaign 2009
•For Incredible India's campaign in LA, 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.
ITB , Berlin 2007
•In march 2007, the global brand campaign was extended to the ITB
Berlin.
•Campaign used entire city as a canvas covering it with billboards,
branding on taxis and buses and exhibition.
12. hj
FINANCIAL YEAR OPMD (Overseas Promotion &
Marketing Development Assistance)
IN CRORE
2009-10 242.67
2010-11 249.02
2011-12 238.50
2012-13 243.93
2012-13 182.83
2013-14 195.29
2014-15 166.35
2015-16 (till date) 24.99*
OPMD EXPENDITURE ON ADVERTISING OF INCREDIBLE
INDIA 2009-16
0
50
100
150
200
250
300
0 1 2 3 4 5 6 7 8 9
OPMD
FINANCIAL YEAR
ADVERTISING EXPENDITURE CHART
