Branding India: An incredible story is a gripping insightful account of how one man’s vision and an incredible idea transformed one of the oldest cultures in the world into a vivacious, rich, colorful, international tourist hotspot.
The campaign’s single-minded strategy was to position India as an incredible world-class tourist destination by highlighting her many moods: exotic, spiritual, wild, beautiful, colorful. This strategy was successfully executed as is evident right from the exclamation mark after Incredible to the brilliant ads that intrigue and illuminate.
The campaign’s beauty lies in its clever use of humour, history, exotic images, natural scenery, ancient systems of medicine and much more. Every place tells its own fascinating story, leaving the tourist with one dominant feeling: the feeling of having visited an incredible country.
Amitabh Kant An Indian Administrative Officer, was Joint Secretary in the ministry of tourism from 2001-2007.He catapulted Indian tourism to new heights with his hugely successful Incredible India campaign.