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Incredıble!ndıa

Incredıble!ndıa is the name of an international tourism campaign maintained by the Governmentof India since 2002, to promote tourism in India to an audience of global appeal.The "Incredible India" title was officially branded and promoted by Amitabh Kant, the then Joint Secretary under the Union Ministry of Tourism, in 2002.

Marketing campaign




In 2002, India's Ministry of Tourism launched a campaign to promote India as a popular tourist destination.The phrase "Incredible India" was adopted as a slogan by the ministry. Before 2002, the Indian government had regularly formulated policies and prepared pamphlets and brochures for the promotion of tourism, however, it had not supported tourism in a concerted fashion. In 2002, the tourism ministry made a conscious effort to bring in more professionalism in its attempts to promote tourism. It formulated an integrated communication strategy with the aim of promoting India as a destination of choice for the discerning traveller. The tourism ministry engaged the services of advertising and marketing firm Ogilvy & Mather (O&M) India to create a new campaign to increase tourist inflows into the country.

The campaign portrayed India as an attractive tourist destination by showcasing different aspects of Indian culture and history like yoga, spirituality, etc. The campaign was conducted globally and received appreciation from tourism industry observers and travellers alike. However, the campaign also attracted criticism from some quarters. Some observers felt that it had failed to cover several aspects of India which would have been attractive to the average tourist.

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