The document summarizes India's "Incredible India" global media campaign from 2003-2004. The campaign's goals were to redefine the target audience as wealthy travelers looking for peace, spirituality and health/wellness experiences. It aligned India's offerings of yoga, ayurveda and other differentiators to these travelers' expectations. The campaign delivered sophisticated advertising with an aesthetic yet distinctly Indian look. It was successful in increasing inbound tourism by 15.1% and foreign exchange earnings by 18.8%, showing the wealthy segment was effectively targeted. Key metrics like website traffic and promotions response increased substantially. The campaign received recognition including Asia's first Euro Effie award.

1. Incredible !ndia
Incredible India Global Media Campaign
Category: Services

2. After 2 years,
what was new about India?

3. Taj, Rajasthan, and Kathakali had become
blindspots.

4. Clichés were boring.
And some states were doing
better advertising.

5. If India’s advertising rupees
had to multiply, we had to invest
differently.

6. Not in the backpacker’s
pocket, but the wallets of
wealthy.

7. Communication challenge 1:
Redefine the audience.

8. The moneyed lot
are the older lot.
The mature traveler.

9. They travel whenever they wanted.
They are on a permanent holiday.

10. Unlike regular,
holiday season travelers.

11. They want peace and quiet.

12. They want health and rejuvenation.
They want nirvana and spiritual
healing.

13. They want to be part of the global buzz about
India.

14. These are also niches that generate the maximum per
person spends.

15. Communication challenge 2:
Align the Indian experience
to their expectations.

16. The richer lot have options.
Malaysia, Singapore, Indonesia, Sri Lanka,
Thailand.

17. But no other country
had what we had.
Yoga, Ayurveda…

18. With India’s differentiated offerings, we built the
campaign on those strengths.

19. The tone had to be refined,
the look had to be unique.

20. The look also had to be aesthetic,
yet unmistakably Indian.

21. This was also the time, our colours, village
and street art caught western fancy.

22. They even gave us
a word for it - Kitsch.

23. So kitsch it was. The inspiration that
influenced the look of our campaign.

24. For most of us,
the gaudy
Indian look
is passe, but not for the gray western
world.

25. Challenge Three:
Deliver a campaign that was sophisticated in
tone, but smacked of India.

26. With a media approach that ensured ATL drove traffic
to our website, and gave travelers an opportunity
to interact with India even before they landed.

27. The campaign.

32. Outdoors – New York

39. Outdoors - London

42. Outdoors - Paris

44. Outdoors - Zurich

47. interactive

51. The results

52. 15.1% increase in inbound tourists
Accounting for a 18.8% increase in foreign exchange
earnings, indicating that the affluent
were successfully targeted

53. Increase in India’s share of world
tourists from 2.73% to 3.92%

54. Astonishingly high per tourist forex earnings, second
only to the USA
World average – $844
USA – $1653
India – $1462
Sri Lanka – $984
Italy – $970
Singapore – $892
Indonesia - $863
Spain – $862
Thailand – $763
Hong Kong – $685
China – $626
France – $556
Malaysia – $520

55. Hits increased steadily from a pre-campaign
figure of 3,800,000, peaking at 7,113,528
Visits increased from 110,000 to 153,843

56. Overwhelming response to the 11 promotions,
at an average of 30,000 entries per promo.
Similar activity in 2004 received only
8,500-9,000 entries per promo

57. Acknowledged effectiveness

58. Asia’s first ever
Euro Effie

59. Thank You