Malaysia is ‘Truly Asia’, Singapore wants you to ‘Live it up’, Indonesia is ‘Your genuine experience’, Thailand is ‘Amazing’ and New Zealand is ‘100% Pure.’ A couple of years ago India was ‘Shining’ - after the failure of the campaign - now the new campaign is ‘Incredible India’ - hope this one lasts long. ‘Incredible India’ is the campaign for promoting India as a tourist destination.
I read somewhere about the great advertiser David Ogilvy, he said that, "You have to decide what 'image' you want for your brand. Image means personality". ‘Incredible India’ is the personality the Ministry of Tourism wants the world to see India as. IncredibleIndia.org is the official website of this campaign.
Individual State Tourism Departments / Corporation and Boards in India are also promoting India as a tourist destination in their own way. A complete list of websites of the above can be found here.
Few of them are:
- India’s Northeast – Paradise Unexplored
- Kerela – God’s Own Country
- Goa – Go Goa – A Perfect Holiday Destination!
- Andaman and Nicobar Islands – Emerald Islands
- Uttar Pradesh – Amazing Heritage. Grand Experiences.
- Gujarat – Vibrant Gujarat – Where life is a celebration
- Rajasthan – Simply Colorful
- Haryana – A Pioneer in Highway Tourism
The Ministry of Tourism has also started a campaign within India – ‘Athiti Devo Bhav’ (Treat Guest as God) so that the tourist who come to India be treated well and come back to visit India again. This will also help to change the image of India among foreign tourists. I hope this campaign works, because the way the foreign tourists are treated – actually looted – in India is unbelievable.Here are a few print ads from the ‘Incredible India’ campaign. A couple of them also won at the PATA Awards.
These beautiful ads gave me inspiration to write this post. The image quality of the ads are not good. You wont be able to read the body copy.