Vibrant culture, awe-inspiring tourist spots, nature’s bounty, gourmet delights and cordial people – there are thousands of reasons that have made India a traveller’s delight. With an aim to give a boost to India’s tourism sector and promote India in the International arena as the most sought-after tourist destination, Incredible India campaign was launched in 2002. This international marketing campaign, spearheaded by the Government of India, was conceptualized and materialized by advertising and marketing firm Oglivy & Marther (O&M).
The Campaign:
In the campaign, India has been depicted as a mesmerizing tourist destination with various aspects of the country’s rich culture, fascinating history, enthralling traditions etc. being highlighted through powerful visuals and information-rich content. After receiving appreciation in the international arena and capturing interest of tourists across the world, the campaign was also incorporated in domestic tourism sector in the year 2009.
In line with its ‘Incredible India’ campaign, the Ministry of Tourism also launched an educative campaign named 'Atithidevo Bhava' in the year 2008. Endorsed by famous actor Amir Khan, the campaign aimed at acquainting common people with the right behaviour and etiquette when it comes to dealing with foreign tourists. Another important aspect of the campaign was the effort to instil a sense of responsibility among local people regarding the preservation of India's heritage sites and culture and promoting cleanliness and hospitality in the tourist places.
The Incredible India campaign was well received by travel industry veterans and tour operators alike. Following the campaign, a major surge has been noticed in the tourism sector, leading the country to tap unexpected growth with regard to international tourist spending.
Now with the Ministry of Tourism planning to redefine and reenergize the brand India, the much-touted Incredible India campaign is all set to have a new lease of life in near future.