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The concept of the Incredible India campaign has been in motion since 2002. The main motto of this campaign was focused entirely on increasing and promoting the diversity in cultures and traditions in India and attracting more tourists to our tourist destinations. However, with the motion of the plan came some criticism because, according to them, the concept of the Incredible India campaign failed to cover a few tourist spots keeping the choices of average tourists into consideration.
The concept of the Incredible India campaign
The concept of the Incredible India campaign highlights working over campaigns to create awareness among citizens and change their attitude towards foreign tourists, along with campaigning to create awareness throughout the world and show them the incredible beauty of India and lead it to the ultimate goal of increasing the tourism sector of India.
- The government invested a lot in the marketing of the Incredible India campaign.
- The Ministry of Tourism launched various campaigns related to the tourism industry, where they talked about the basic etiquette one should have while interacting with a foreign tourist.
- This campaign was endorsed by the famous actor, Aamir Khan.
- The title of this campaign was Atithi Devo Bhava, which meant your guests are like God; this campaign contributed to the Incredible India campaign.
- In 2015, due to some controversy, he ceased being the mascot of this campaign after their contract expired.
- Which led to Narendra Modi himself becoming the mascot of this campaign.
- Along with Narendra Modi, actor Amitabh Bachchan and actress Priyanka Chopra also became a part of this campaign.
How did the Marketing campaigns bring a change to this campaign?
There were a lot of Ad campaigns done by various popular bollywood actors which showed the beauty of India from the perspective of a traveller and gathered the attention of the masses. This complemented the tagline of Incredible India as per the Incredible India analysis and showed market growth and because of the growth in international tourists in India, this campaign was considered to be success.
Digital campaigns for Incredible India Destinations
Various campaigns were done for promoting this campaign and creating a thread with the tagline of Incredible India. Still, the digital Ad campaigns received a lot of positive feedback and were liked by the audience. A few of these Ad campaigns are listed below:
- Jaane Kya Dikh Jaaye, Rajasthan.
This was the tagline of the Ad campaign done for promoting tourism in Rajasthan, which caught everyone’s attention and became quite famous, as the audience loved it.
- Madhya Pradesh, the heart of India.
This was considered one of the most creative tourism Ad campaigns, which fulfilled its objective of increasing tourism in Madhya Pradesh through this campaign’s unique yet creative approach.
- Jammu and Kashmir, where time stands still.
Jammu and Kashmir are already famous for their beauty, and this Ad campaign did complete justice to it by capturing the rawness of this place and adding to its simplicity.
Criticism of this Campaign
This campaign already existed earlier, but it only focused on promoting tourism. During this process, the factor of the huge diversity in Indian culture, traditions, art, and historical sites came into the limelight with the view of how until now it was acted as a negative point in the existing campaign. Rebranding the Incredible India campaign increased tourism by promoting its diversity and making it a point of attraction for the tourists by embracing this diversity, contrasting culture, and regaining its mysterious side.
Conclusion
In this article, the Government’s Incredible India campaign was briefly discussed, beginning with the tagline of Incredible India, Find the Incredible You. The government and the Ministry of Tourism did campaigns on a considerable level to promote the concept of the Incredible India campaign. As observed through the Incredible India campaign analysis results, this became a success.
