The 'Incredible India' Campaign: Marketing India to the World

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Case Details:

Case Code : MKTG122
Case Length : 24 Pages
Period : 2002 - 2006
Pub Date : 2006
Teaching Note : Available
Organization : Ministry of Tourism, India
Industry : Tourism
Countries : India

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Travel industry analysts and tour operators were appreciative of the high standards of the 'Incredible India' campaign. "The promo campaign is making a powerful visual impact and creating a perception of India being a magical place to visit," said Anne Morgaon Scully, President, McCabeBremer Travel, Virginia, USA. Average travelers too appeared to find the campaign interesting and informative, going by the favorable comments on blogs on travel websites...

...And Brickbats

Although the 'Incredible India' campaign was generally well received, industry observers differed in their opinions on the positioning of India in the campaign. For example, G.S.Murari, Director, Fidelis Advertising and Marketing Pvt. Ltd., said he was uncomfortable with the tagline 'Incredible India'.

He was of the opinion that since India was not a uni-dimensional country like Singapore or the Maldives, using a word like 'incredible' to describe India as a whole was not appropriate. He argued that a single word could never describe a multi-faceted country like India...

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In spite of the upward trend in tourist arrivals following the 'Incredible India' campaign, the fact that India - the seventh largest country in the world in terms of area - received only a fraction of the number of tourists that a city like Hong Kong received indicated the enormous potential that still existed for tourism...


According to an article in the April 2005 issue of Newsweek International, unlike traditional tourists who were content being passive spectators, modern tourists were increasingly interested in engaging with the places they visited. The article listed volunteer tourism, luxury and vacation home, travel seeking spirituality, private islands and air cruises in private jets as the major emerging trends in the global tourism industry. Some of these trends were visible even in India. For example, in March 2006, Thai Airways announced a charter flight service from Bangkok, Thailand, to Varanasi, India, for visitors to India's Buddhist tourist circuit...


Exhibit I: Indian Tourism Policy Initiatives
Exhibit II: Top Ten Tourist Destinations in 2004
Exhibit III: Copies of Print Ads
Exhibit IV: Online Advertisements
Exhibit V: Incredible India Poll
Exhibit VI: Top Ten Countries of Origin for Tourism to India in 2004
Exhibit VII: Web Page Views (Feb-2004 to Apr-2005)
Exhibit VIII: International Tourist Arrivals in India
Exhibit IX: Domestic Tourist Visits
Exhibit X: Print Ads in the 'Incredible Taj' Campaign that Won the Data Award-2005
Exhibit XI: World Tourism Trends
Exhibit XII: A Brief Note on the Tourism Campaigns of Some Nations
Exhibit XIII: Taglines of Tourism Departments of Some States

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