…….....Unfolding the story of ……….

Presentation By : Dr. Amit Gangotia, Department of Tourism and Travel Management,SBS, Central University of JammuContact: email: amitgangotia@gmail.com, Cell : +91-94192-31278

Land of snake charmers

SuperstiousnessLand of Poor & Sick People

Slums

Country full of religious Taboos

Unsafe for women travelers

Unplanned & Overpopulated

Why “INCREDIBLE INDIA CAMPAIGN”

• To improve Brand Image of Indian Tourism Industry. Country of Snake Charmers, Religious Taboos, Black magic, Slums, ---TO----Fastest

Growing Economy, Oldest Civilization, Multifaceted Tourism Product

• Small Countries like Malaysia ,Singapore etc. are attracting more number of tourist than India.

• To generate employment opportunities.• To reduce poverty and to have better regional

cooperation's.

“It was not a just marketing campaign but was the introduction to the world about huge diversification

of tourism product of India”

The first marketing initiative of its kind, Incredible India was conceptualized in 2002 by V Sunil (while he was Creative Director, O&M Delhi), and Amitabh Kant, Joint Secretary, Ministry of Tourism. The primary objective of this branding exercise was to create a distinctive identity for the country. This resulted in the iconic ”Incredible !ndia” logo, where the exclamation mark that formed the “I” of India was used to great effect across all communications. The campaign successfully established India as a high-end tourist destination, generating a 15% increase in tourist traffic in the first year.

2002 -2.38 Million , 2002- 54th Rank

2003- 2.73 Million (14.3%) ,2003-51st Rank 2004- 44th Rank

Campaign 2003/04• In the second year, the Incredible India campaign focused on spiritual

tourism, resulting in a 28.8% increase in tourist traffic and a no.1 ranking in the Travel+Leisure readers survey.

• In 2003, Condé Nast Traveller selected India as one of the top ten preferred destinations for the discerning traveller. “India’s results are very exciting and show the country’s increasing popularity amongst sophisticated travellers. It also reflects very positively on the individuals involved in promoting India as a premium tourist destination.” Sarah Miller, Editor, Condé Nast Traveller, 2003.

• In January 2004, Lonely Planet conducted a survey in 134 countries to select the world’s favourite destination for individual travellers. India was ranked among the top five favourite international destinations in the global survey (the other four were Thailand, Italy, Australia and New Zealand).

• The 2003/04 campaign went on to win many prestigious awards, including Gold at PATA and the Bombay Ad Club.

Yoga

“A few thousand year old recipes for eternal youth. You will find unanimous approval from your mind, body and soul. Do come for an experience that’s

totally incredible”

“ayurveda”

“The meru danda ,or the spine”

Ancient wisdom compares it with shining golden mountain called meru ,the axis of the universe, the danda asna straightens and strengthens the spine.the axis of our mind,body and soul.Indeed,like Yoga and

Ayurveda,The India offers many stopovers for the traveler on the journey of self-discovery, It’s an experience that’s truly Incredible

Campaign 2006/07

• After a break of one year, the original team of Incredible India collaborated again. In 2006, Delhi based creative agency (A), founded by V Sunil, was called in to create the new global campaign for 2006/07. The print and outdoor executions combined spectacular images , self-assured tone – a far cry from the bowing and scraping of past campaigns.

“A monument of love built by an Emperor Shah Jahan in the memory of his wife Mumtaz

( And to think these days men get away with giving flowers and chocolates to their wives)

84 National Parks and 447 wildlife sanctuaries

“Budha has attained salvation ,you can attain it too”

“With abundance of art work, welcome to the biggest Art gallery on the Planet Earth”

“In India real life is larger than 70mm,and more colurful..Do come ……………………and you will be left amazed”

ITB BERLIN,2007In March 2007, the global brand campaign (an evolution of the ‘Incredible’ theme, which was unprecedented in terms of quality and scale) was extended to the Internationale Tourismus Bourse (ITB) Berlin – the world's largest travel and tourism show – where India was participating as the Partner Country. The entire project was directed by V Sunil and Amitabh Kant, with support from tourism ministries across the world. The campaign used the entire city as a canvas - covering it with large billboards, branding on taxis and buses, vibrant graphic art and 3D installations. Signaling a new level of sophistication in India's branding strategy, the ITB campaign overwhelmed the international media and trade. The statistics tell the story:Overall area: 150,000 sq. m. No. of exhibitors: 10,923 No. of countries: 180 No. of foreign exhibitors: 7,215 No. of German exhibitors: 3,708 No. of visitors: 177,154 No. of trade visitors: 108,735

Partner country: India

Banners outside the Berlin-Schönefeld International Airport.

• Posters inside the Berlin-Schönefeld International Airport’s arrival lounge

• Posters inside the Berlin-Schönefeld International Airport’s arrival lounge.

• Posters inside the Berlin-Schönefeld International Airport’s arrival lounge.

• Incredible India branded buses.

• For the first time in ITB history, the Partner Country hosted a huge pre-launch party. The India Evening dazzled guests with a kaleidoscope of fashion, culture and fine cuisine, whetting their appetites for the week to come. 75 folk artists staged music and dance performances from different states

• 45 of India’s best chefs were flown in to create an elaborate 29-course meal that featured the country’s finest cuisine.

• The National Geographic issued a special collector's edition in Deutschland titled 'The Magic of India’.

• "India has now established a firm place in world tourism.” Astrid Ehring, Press Officer, Messe Berlin.

• During the ITB, booklets and posters emphasised India’s position – and tremendous potential – as the world’s fastest growing democracy.

India Now,London 2007• India Now was a three-month long campaign designed to

showcase India’s accelerating economy and ever-evolving culture. It was organized from July to September 2007 in London and featured events, activities and festivals across the capital dedicated to Indian art, film, food, theatre, music and fashion. As part of the campaign, buses and taxis plying along the main routes in London wore vibrant Incredible India colours and messages. Outdoor panels in 150 bus shelters featured images of India that corresponded to the names of famous London Underground stations, creating a dramatic and amusing contrast. An estimated one million Londoners and visitors to London participated in these events. There was also a 16% jump in inbound tourism from the UK. This was the first campaign developed by the new brand team - Leena Nandan, new Joint Secretary (Tourism) and V Sunil.

Cannes ,2007

• This special campaign was designed to attract a global film crowd at the International Film Festival at Cannes. Large outdoor posters showed off India’s diverse and picturesque locales - from the golden beaches of Kerala to the Tiger reserves of Madhya Pradesh - with cinematographic-themed headlines such as ‘Location for Hire’ in French.

India @60 ,New York 2007

The year 2007 not only marked the 60th year of independence for India but also celebrated the arrival of India on the global platform. The Incredible India@60 campaign was launched in New York from 23rd-26th September 2007 to coincide with the UN General Assembly session.

• Billboards at Winter Garden, Times Square.

• Billboards at Winter Garden, Times Square.

• An Incredible India branded bus at Times Square.

• The sand sculpture of the Taj Mahal by Sudarshan Patnaik at Port Authority Bus Station.

Campaign 2007/08 The Colours of India campaign emphasized India’s diverse cultural spectrum..

100 of spices,1000 of curries, Billion of people….Isn’t that Incredible ……??????

100%recyclable,100% ecofriendly,100% rural tourism

232 lakes,273 rivers,7,517Km of coastline…..Incredible India

1,30,000 species of flora and fauna 70 million hectares of forest

Born 563 BC, enlightened in 528BC,Great Passing 483 BC, Still lives in millions of hearts, ….Living Buddha,The enlightened one

With three oceans overlapping on our shores …Incredible India

Campaign 2008/09

The India Tourism 2008 campaign was based on the experiences of those who came to visit India as tourists and stayed back to make India their home. It takes a special bond with the country and its people to give up everything you know and set up home, take roots in India. The creative idea employed a simple device that stated their country of birth, followed by text that said ‘Motherland: India’.

Anne always wanted to be a dancer. In her formative years, she was nurtured in classical ballet in Paris. Her search for the perfect art form came to an end when she discovered Bharat-Natyam, Today she is known as “Deevyani”,one of the most foremost exponents of Bharat Natyam in the world…..your search ends here.

Julie Martin was born near Holywood in L.A. Having a keen interest in Yoga brought her to India ,she felt so much of kinship and overwhelming sense of belongingness. She studied and mastered yoga..and made India her home……..INCREDIBLE INDIA

LA Campaign ,2009 For Incredible India's campaign in LA, we used the names of

famous Hollywood movies as headlines and set them against images from India. A simple tongue-in-cheek approach appropriate for a town that lives and breathes movies.

What we have achieved out of it ???

• India’s total foreign tourist arrivals in 2013 stood at 6.84 million

• Foreign exchange earnings from tourism in rupee terms during 2013 were Rs.1,05,836 crore with a growth of 12.0% over the same period in 2012

• India’s rank in the World Tourism Receipts during 2012 was 16th & India stood at 7th rank among the Asia and Pacific Region in terms of tourism receipts

But Let’s Stop Here and Ponder

Are we doing ,what is expected out of us ??????

With Bigger/better Position comes Bigger responsibilities.

CHALLENGES AHEAD FOR TOURISM INDUSTRY OF INDIA

7-S Mantra Swaagat (welcome) ---- Soochanaa (information)----Suvidhaa (facilitation) ------

Surakshaa (security) ----------Sahyog (cooperation)-----Sanrachnaa (infrastructure) ----Safaai (cleanliness)--------

Some Cases• S.T.E.P Certification at Kerala • Concept Of Insured Holidays • Palm Certification etc.• GI certification (Tirunelveli halwa and

Tuticorin macroon)

o Indian are most disciplined when they travel abroad or in the state like Sikkim