The Ministry of Tourism has launched a global print / Television and Internet campaign in New Year that successfully helps Incredible India walk the tightrope – projecting itself as welcoming, hospitable and self-assertive.
The Countries targetted through print campaign are USA, Canada, Brazil, Argentina, UK, France, Germany, Italy, Spain, Netherlands, Denmark, Finland, Norway, Sweden, Russia, China, Korea, Australia, Singapore, Malaysia and Japan
The First creative has a powerful gaze of a tiger to give a message of leashed power. The caption is simple but forcefully has the quote of Mahatma Gandhi “” I want all cultures of all lands to be blown about my house as freely as possible. But, I refuse to be blown off my feet by any.”
All the creatives focus on the intrinsic values and pluses of contemporary India – the exuberance of youth, team work, unity of purpose and the will to win that have become hallmarks of our heterogeneous society.
Another creative with an unusual image of Taj Mahal talks of experiencing tranquility when the world is seeking answers to the high pressures of life.
The International Television commercial captures the diversity of Indian Tourism products . This commercial attempts to establish a connect with viewers through treatment of emotions , humour and sheer awe . To bring in this connect there is protagonist who recalls his travels through the country.
The Ministry of Tourism is also launching an Online Media Campaign on the internet. This campaign will be very comprehensive covering major portals /websites across the leading tourism generation markets for India. This year, the thrust has also been on selecting regional portals which are strong in the respective countries. Some of the portals which will be featured in the current campaign are: MSN, Yahoo, Google, orange.fr, tonline, libero.com, baidu.com., zuji.com, news.com.au, khaleejtimes.com, wallstreetjournal.com etc. The campaign will stress on how large geographically India is, its varied products, great value, friendly people etc.
The Internet Creatives dovetails with the print version and the Overseas offices of Ministry of Tourism have initiated the outdoor advertising campaign in key markets which now gives a 360 degree approach to global marketing of brand ” Incredible India”.