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1. Success:
The 'Incredible India' campaign was an integrated marketing communication effort to support the Indian tourism
industry's efforts to attract tourists to the country.
The ministry of Tourism, under the Government of India, along with Ogilvy India conceptualized the incredible India
Campaign in 2002 to position India as a tourist destination by highlighting India as an attractive tourist destination
by showcasing different aspects of Indian culture and history like yoga, spirituality, festivals, natural wonders,
topography, customs and diverse people.The campaign was conducted globally and received appreciation from
tourism industry observers and travelers.
There was a noticeable shift of international tourists and the objective of this integrated marketing effort in print
media, television and digital media was to create a distinctive identity for the country.
The campaign theme has varied in the years from the time it was first conceptualized in 2002, but it has retained a
simple tagline – “Incredible India.” It has also used the same logo, the tagline with the “I” of India replaced with an
exclamation point.
The `Incredible India' positioning and branding has focused on what makes India unique and unmatched in the
tourism world. This has brought back the discerning traveler to India.
The campaign projected India as an attractive tourist destination by showcasing different aspects of Indian culture
and history like yoga, spirituality, etc. The campaign was conducted globally and received appreciation from tourism
industry observers and travelers alike.
The success of any advertising campaign lies in the effectiveness of the brand, in this case, the brand is India itself
Any strategy to promote the country will only be successful if the country provides what the international visitors
seek, namely a safe and unique experience without much hassle.
Another aspect that the government needs to work on is developing infrastructure to meet the demands of growing
tourism. Tourism could contribute significantly to the country’s GDP and create millions of jobs, if the government
gets its act together. India has everything that the tourists would love to experience. The government only needs to
ensure safety, build decent infrastructure, remove bottlenecks and provide a hassle free experience, so that the
tourists carry a good impression of India in their hearts.
Impact of the incredible india campaign
The campaign proved to be successful, leading to a 16% increase in tourist traffic in its first year. The arrival of
foreign tourists to India increased from 2.38 million in 2002 to 7.7 million in 2014. Yet, the campaign did not show
the desired result as by the end of 2007,India’s share in the tourism was a mere 0.52%.
China, on the other hand, became the fourth most visited country as of 2015, with 56.9 million international tourists
flocking the country. Things are, however, changing. In 2016, the number of Foreign Tourist Arrivals in India stood at
8.80 million, registering a 9.7% annual growth rate over last year. India accounts for 1.18% of International tourist
Arrivals in the world and ranks 25th in the world.
Also, the fact that India was able to earn around half of what China could,in spite of attracting only a fraction of the
number of tourists that its neighbor managed to lure, indicated that the campaign had been successful in achieving
its objective.

2. Challenge:
The Incredible India campaign was launched by Ministry of Tourism to promote India as a world-class tourist
destination. Incredible India was facing numerous challenges including:
• Competing with other campaigns for the attention of their key audience • Struggling to reach premium and
affluent travelers across APAC and EMEA • Identifying and communicating a distinct side of India that general
audiences would not know about already. The client wanted to inspire and educate audiences that India has
something to offer everyone based on pre-defined audience clusters: • Off the beaten track travellers seeking
unique experiences; • Culture and heritage enthusiasts; and • Foody enthusiasts
Revisions:
A focus on spiritual tourism in 2003-4 saw an increase of 28.8 percent. The 2007-8 campaign focused on India’s
diverse cultural spectrum. The 2008-9 campaign drew on the personal stories of those who visited India as tourists
and chose to settle in the country. Between 2002 and 2012,foreign tourist arrivals in India increased rose to 6.65
million from 2.38 million.
As part of a new campaign in 2012,the Ministry of Tourism attempted to take the brand to the next step, and Ogilvy
was given a mandate to determine what made India “incredible.” The Ogilvy team talked to travelers from around
the world and conducted detailed research through travel blogs. They discovered that there were different kinds of
travelers: some wanted adventure and romance, others were interested in Indian culture and in learning its history,
and the rest were looking for India’s much-vaunted peace and serenity. India thus had much to offer every kind of
tourist. This insight led to a simple idea: “Find what you seek.” In other words, India could be what a traveler wanted
it to be.
The campaign included a total of nearly 30 press and outdoor pieces covering the vast range of experiences that
tourists had found in India.
The Incredible India campaigns have effectively showcased what India can offer the outside world. These campaigns
showcase the great variety of experiences that the country has to offer through powerful images that evoke wonder
and curiosity. The most recent campaign took Incredible India to the next level by shifting the focus from destinations
to consumer preferences.
1) How does the concept of integrated marketing communication apply to the Incredible
India campaign?
Before 2002, the Indiangovernment had regularlyformulatedpolicies and prepared pamphlets andbrochures for the promotion
of tourism, however, it had not support tourism in a concerted fashion. In 2002, the tourism ministrymade a conscious effort to
bring inmore professionalism inits attempts topromote tourism. It formulatedanintegratedcommunicationstrategywith the
aim of promoting India as a destination of choice for the discerning traveller. The tourism ministryengagedthe services of
advertising and marketing firm Ogilvy& Mather (O&M) India to create a new campaigntoincrease tourist inflows into the
country.[4]

3. 2) Identify the advertising campaign parameters in the Incredible India case.
3) How was the recent Incredible India campaign different from the previous ones?
4) What is the key challenge in maintaining the effectiveness of a campaign for a long period of
time?