India is … Red dots

• Bovine blood• Dirt• Jewel

• Who?Women, men, priests, monks and saints

Red dots

WOMEN

• Marital status - Good fortune- Uphold the sanctity

of marriage

•Fashion statement •Stand out

Red dots

MEN

= “Mark of good luck”

• After some rituals

• Religious ceremonies

• During festivals

Red dots

PRIESTS, MONKSAND SAINTS

• Center of spiritual

energy/Guru’s seat

• Pay respect to their Guru

• Activate the Chakra

• Overcome inner ego

India is … Spirituality

SPIRITUALITY•One’s self + the spirit•More private and personal

AND

RELIGION•(public) rituals•Organised

Part of everyday life

Spirituality

SADHUSPractitioners of yoga

Any case All material Sexual attachments

Focus on spiritual practice Live in caves/forests/temples Widely respected

Why This Incredible Campaign?

Objectives

• Integrated marketing

• Promote India as a tourist destination

• Global campaign

Target Audience

• The alternate independent Offering Unique experience

• Upmarket tourists Investments in Indian tourism

• Rich and famous Mass market tourists

Budget

Tactic

Print

Social media

Television

Incredible 2002-2003

• V Sunil

• Ministry of Tourism

• Identity India

• Why i became !

• Spiritual tourism

• Premium tourist destination

• Sophisticated traveller

Incredible 2003 - 2004

Incredible 2006 - 2007

Incredible 2006 - 2007

GERMANY• ITB

• India Now

• July – september 2007

• Events

• Underground stations

Incredible London

• 2007• International film

festival

Incredible Cannes

• 2007• Incredible India @60• Independance• 41 events

Incredible New york

Incredible 2007-2008

Incredible 2007-2008

Incredible 2008-2009

Incredible 2009

Incredible 2009

Benefits

• 1st year: Tourist traffic + 16%

• 2nd year: Tourist traffic + 28%

• N°1 ranking in the Travel + Leisure readers survey

India established as a high-end tourist destination

Benefits

Fastest-growing market in terms of international tourist spending

•International tourists spent 25% more money

•India earned half of what China did

Difficulties (SWOT)

STRENGTHS

•Cultural and historical heritage

•Powerful visual impact

•Popularity

WEAKNESSES

•Could not appeal to the average tourist

•Uni-dimensional

•Did not cover all the aspects

Difficulties (SWOT)

OPPORTUNITIES

•A lot of potential to attract tourists

•Wider campaign can be planned

THREATS•If the campaign fails to innovate it will lose its appeal

•Competition from neighbouring countries

Awards

PROMOTIONAL FILM:

Global platforms (Oscars, Grammy’s, BAFTA awards)

•World Travel Award 2009

•Grand Prix Award CIFFT 2009

•PATA awards (several times)

•Other International awards

Thank you for your attention