3. Incredible India
• Incredible India is the name of an
international marketing campaign
initiated by the Government of
India in 2002 to promote tourism in
India to a global audience.
• Incredible India title was officially
branded and promoted by Amitabh
Kant, the then Joint Secretary under
the Union Ministry of Tourism, in
the year 2002.
4. Marketing Campaign
• The phrase "Incredible India" was adopted as a slogan
by the ministry.
• Before 2002, the Indian government regularly
formulated policies and prepared pamphlets and
brochures for the promotion of tourism, however, it
did not support tourism in a concerted fashion.
• In 2002, the tourism ministry made a conscious effort
to bring in more professionalism in its attempts to
promote tourism
5. • The tourism ministry appointed the
advertising and marketing firm Ogilvy &
Mather to create a new campaign to increase
tourist inflows into the country
6.
7. • The campaign
projected India as an
attractive tourist
destination by
showcasing different
aspects of Indian
culture and history.
• The campaign was
conducted globally and
received appreciation
from tourism industry
observers and
travelers.
8. The incredible evolution
• The early campaign
simply focused on
highlighting the
Incredible India logo.
The exclamation mark
that formed the “i” of
India was used
creatively across
several visuals.
9. • In the second year the campaign focused on
spiritual tourism. The content and execution
were designed to appeal the travelers globally.
10. • Buoyed by the encouraging response of the first phase of
campaigns, the 2006-07 campaign went beyond
showcasing the logo. It showcased the diversity of India in
a tone & manner that was full of wry wit.
11. • There was also a quiet confidence on display –
almost the ‘We Are Like This Only’ tone – in
the ‘India Now’ campaign in London.
12. • The campaign
continued with the
jaw-dropping diversity
of India, featuring
breathtaking images
and a clever pun as
headline.
• The Incredible India
experience was also
brought alive in several
exhibitions and events
like the India@60
campaign in New York
13. • The 2008-09 print
campaign features
portraits of people who
came in as tourists but
stayed back to make
India their home.
• It conveys how strong
an impact India can
have on an individual
motivating a foreigner
to make it his or her
motherland.
14. The Accolades
• The 'Incredible India' campaign, has
won the World Travel Award 2009
for being the best destination
marketing campaign of the year in
London.
• The new ‘Incredible India’
promotional film, which showcases
India's major holiday destinations,
won Grand Prix Award CIFFT 2009
(The International Committee of
Tourism Film Festivals) in Vienna
after winning a series of
international awards at Berlin,
Poland, Romania, France, Portugal,
the Czech Republic and Croatia.
15. • Winner of the PATA (Pacific Asia Travel Association)
awards in multiple categories several times in 2004,
2005, 2007 & 2009.
• Since the start in 2002, the “Incredible India“, the
campaign has been in the lime-light. The Incredible
India promotional film has been used extensively in
global platforms like Oscar, Grammy and BAFTA
award functions and has received worldwide
recognition.
16. • The campaign is a truly concerted effort ensuring
that there isn’t a huge gap between expectation
and delivery on the ground.
• It is also a testimony to the power of focus. A single-
minded message was brought alive on the Internet,
through events and exhibitions, press ads and TV.
17. The Result
• The impact of the “Incredible India” campaign is
reflected in the increase in the number of international
tourist arrivals from 2.38 million in the year 2002 to an
estimated 5.5 million in the year 2010.
18. The Key Drivers (PR)
• Timely Initiative & the Vision of
Mr. Amitabh Kanth.
• Effective PR
– Quality and Consistency of the
Campaign,
– Aggressive Promotion in the
Print, Electronic and Web media
– Active Annual International
media campaigns by the ministry
of tourism to promote "Incredible
India" as a tourist destination.
20. • Adequate Govt. support
in terms of Budget and
favorable Policies.
– The Union Budget 2010
has allotted more than
Rs.1,000 Crore to
Ministry of Tourism India.
• Budget for ‘Incredible India‘ campaign increased by INR
62.3 Crore for 2010-11 from year 2009-10.
21. SWOT Analysis
Strengths Weaknesses
• Growing disposable income in India • Security and safety of international
• Growth in IT and outsourcing industry in tourists
India leading to a growing number of
business trips by foreigners, who often add • Defacement of the national heritage
a weekend break monuments and tourist spots
• The attitude of a section of Indians
Opportunities Threats
•Approximately 5 million foreign tourist • In spite of an incredible wealth of Tourist
arrivals every year. Attractions, India still lags far behind other
•The World Travel and Tourism Council Asian competitors.
predicts the highest 10-year growth • Last year, Singapore had 7 mn, Thailand
potential. 9.6 mn and Malaysia 11.5 mn international
visitors.
