The 'Incredible India' Campaign: Marketing India to the World
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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
"Before (the Incredible India campaign), India was being promoted differently in different countries, if at all. There weren't two or three distinct images. This campaign changed that."1
- Lavanya Anirudh, Account Director, Ogilvy & Mather (India),2 in 2004.
"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."3
- Amitabh Kant, Joint Secretary, Union Ministry of Tourism, in 2003.
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.
1] Shailaja Neelakantan, "India Reaps Rich Benefits," www.tourismofindia.com, 2004.
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