Incredible India

Case Submission

Submitted by Group 2
Anchal Sahai PGP/24/129
Radhika Nema PGP/24/233
C R Vinuthna PGP/24/384
Nigil Kumar S PGP/24/164
Kartik Narayana PGP/24/467
 Evolution of Brand India
2002 Amitabh Kant (Joint Sec – Union Ministry of Tourism, India) and Sunil. V (Creative Director, O&M) launched Incredible India campaign with
the aim of increasing the foreign tourists in India, showcasing the various cultural, historical, traditional, geo glories of the Nation. Television
commercials on CNN, BBC and Discovery Channel along with print advertisements in Vogue, Financial Times led to 16% spike in foreign
visitors

Focus on “Spiritual Tourism” in 2003 showcasing a journey of self discovery with stopovers in Yoga, Ayurveda and meditation rose Indian
2003
traffic by 28.8% and a premier rank in Travel & Leisure readers’ Survey

2005 Launching “Atithi Devo Bhava” campaign, treating guests as gods to tackle social ills and educating citizens and other stakeholders of Tourism
industry of India about high -quality hospitality to be provided to tourists.

2006 Portraying not all Indians are hospitable, polite and vegetarian representing Royal Bengal Tiger substantiated the proposition of poised,
extroverted and optimistic nation

2007 Extending the concept to the International Tourisms Bourse in Berlin, the International Film Festival, a campaign in London dedicated to Indian
Fine Arts, and a four-day Indian@60 event coinciding with the United Nations, which targets international leaders and business tycoons. The
international "Colours of India campaign" positioned India as a lively tourism destination across 71 top newspapers and publications. The
number of international visitors has surpassed 5 million.

2008 Countering Negative effects of financial crisis, the campaign was reinvented to feature immigrants chose to remain in India and call it
“Motherland”

2009 As a promotion of Incredible India at Los Angeles, the titles of famous Hollywood movies were used as headlines and set against images of India
to showcase how Indians are fond of movies.

2012 India bagged three awards at the World Travel Awards – Oscars of Travel Industry.
 Impact of Advertisements in Building Brand India

• To measure the effect of the campaigns and to plan the future course of action, Parvez Dewan (MoT Secretary), commissioned Nielsen India Pvt Ltd to
conduct a review. Nielsen tested the campaigns launched by the MoT in the United States, France and Australia during Aug 2011 to Mar 2012. The
surveyors were questioned about the effect of campaign on basis of perception, knowledge, new destination, products and their decision on visiting the
country. 

• The sample survey had around 43% respondents who had not visited India across the three countries - United States of America, Australia and France.
The rest of them had visited the country at least once.

• The bulk of them (about 70% per nation) had never heard of "Incredible India." In the United States and Australia, more than half of those who had
watched it couldn't recall the sentence, although 66 % of French respondents could. However, the clear majority (62 % in the United States, 76 % in
Australia, and 63 % in France) remembered the proper catchphrase. The slogan "Incredible India" is remembered more than "Visit India," "Amazing
India," and "Indispensable India" among the group.

• The commercial is seen more in print media than in other media in all three nations. In France, print media alone accounts for 31% of advertisement
watching, while TV and online combined account for only 2%.

• The frequency of advertisement viewing in print media, particularly in Australia, has a lot of opportunity for improvement. When it came to the
advertisement's substance, an overwhelming majority of people in the United States (>50%) couldn't figure out what the message was trying to convey.

• Overall, the quality of advertising is judged to be exceptional and good across all media and nations in terms of appearance, quality, substance, and
visibility. However, visibility is still an issue that has to be addressed.

• Many consumers felt that the advertisements could educate them more about what was happening or changing in India.
 Impact of Advertisements in Building Brand India

Opinion on Advertisements:
Contemporary design, diversity, and appeal, as well as the negative of a lack of clarity, were all prominent features of these advertising. IMC via print,
television, and the internet. From the exhibits (12 and 13), we can say that the ads did not do much to add to the knowledge of viewers, Focus on  nature
and diversity led to less focus on available products like Hotels, transport, etc. No presence of website for Incredible India, then but was launched recently
in 2020.

Print
• Print came out strongly for being contemporary in design but lacked clarity
•Minimalistic design and lack of information may have led to lack of clarity

Digital
• TV was able to showcase the diversity of India really well. It came with the drawback of
too much information 
• Snippets showcasing different cultures of India have helped in inculcating diversity
 Advertisments Striking Features Comparision
USA
• Over all the mediums, the
consideration of ad frequency is
high compared to other countries
• In Digital medium, the
consideration of the destination
beauty is less compared to other
countries, although it is the most
striking feature
Australia
• In TV and Digital medium, the
destination beauty and the
emotional beauty were highly
relevant and most considered
among the three countries
• Supporting music has the most
consideration in TV and digital
medium, compared to there
countries
France
• The ad concept was relatively
weak among the three countries,
across all the mediums
• Destination beauty was the most
striking feature across all the
mediums