Advertising

Iconic Ads: India Tourism – Incredible India

In 2002, global tourism was in dire straits because of 9/11 and its repercussions. Growth in India’s tourism had stalled and some other countries like China were doing well.

A determined effort was made to make the tourism department more professional. With a bleak scenario, the ministry had a bold plan

The department brought in career bureaucrat Amitabh Kant and asked him to turn it around. Kant was the mastermind of Kerala’s ‘God’s Own Country’ campaign, which had become a part of marketing folklore for its success.

A simple brief was given to the agencies – Develop India as the leading holiday destination for high-end travellers.

The goal was to change the perception of India as a tourist destination. The tasks were to develop a unique brand identity, position it and then communicate it to the target audience.

O&M won the account in a pitch. The clincher was a simple hand-drawn poster by V Sunil. They played a trick. They put an exclamation mark in the first I in India and said “that when God created India, he made India as an exclamation mark and the dot was Sri Lanka. And of course, when you say Incredible, you can only exclaim.” The word Incredible summed up the various cultures, geographies and captured the variety which India had to offer.

The beauty of the campaign was that the exclamation mark could be many things. It became a reflection of a Taj Mahal minaret plus the moon, a Rajasthani girl with pots, a girl doing yoga, and so on. V Sunil and his team helped make the campaigns memorable.

It has been an incredible journey!

Vejay Anand

For consultation and advice - https://topmate.io/vejay_anand_s

Recent Posts

Whiskers, Wags, and Wellness: How India’s Pet Parents Are Redefining the Pet Food Industry

Discover how India’s pet parents are redefining pet care with nutrition, wellness, and lifestyle choices…

2 days ago

Silent Signals, Strong Impact: The Power of Subtle Branding in a Noisy Digital World

In this era of empowered choices, the most trusted brands may be ones you don't…

2 days ago

Unforgotten Brands: Blue Dart

Discover the inspiring journey of Blue Dart—from a 200 sq ft startup to India's leading…

5 days ago

Surviving the Q-Commerce Wave: How Kirana Stores Can Fight Back

Discover how India’s kirana stores are adapting to the quick commerce revolution with tech, delivery…

6 days ago

The Story Behind Father’s Day – And What It Teaches Us About Influence

A close look at why traditions like Father's Day persist and what they indicate about…

1 week ago

The Customer Is Not Always Right (And That’s Not a Crime)

Think the customer is always right? Think again. A light take on why setting boundaries…

1 week ago