Question

Identify the advertising campaign parameters in the Incredible India Campaign? 4. How was the recent Incredible India Campaign different from the previous one? 5. Identify the components of the creative brief for the incredible india 2.0

Answer 1

Sunil Dutt launched a campaign in 1972 to promote India as a popular tourist destination. The ministry adopted the phrase, "Incredible India," as a slogan. Before 2002, the Indian government had formulated policies on a regular basis and prepared pamphlets and brochures for tourism promotion, but did not support tourism in a concerted fashion. In 2002, the Ministry of Tourism made a conscious effort to bring in more professionalism in its tourism promotion efforts. It formulated an integrated communication strategy with the aim of promoting India as the discerning traveller's destination of choice. The Ministry of Tourism has engaged the services of the Ogilvy & Mather India advertising and marketing company to develop a new strategy to increase  tourist inflows into the country. The campaign portrayed India as an attractive tourist destination by presenting various aspects of Indian culture and history such as yoga, spirituality and so on. The campaign was carried out globally and received appreciation from observers from the tourism industry as well as from travelers alike. But the campaign also drew several quarters of criticism. Some analysts thought it hadn't protected enough aspects of India which would have been attractive to the average tourist. In 2008, the Ministry of Tourism initiated a campaign to inform the local community about good conduct and courtesy when it comes to dealing with international visitors. Indian actor Aamir Khan was commissioned to support the "Atithidevo Bhava" campaign, Sanskrit for "Guests are like God". It also tried to instill a sense of duty towards tourists and to improve the confidence of international tourists in India as a preferred destination for holidays. The concept complemented the Incredible India campaign. In 2009, tourism minister Kumari Selja announced plans to expand the Incredible India campaign even to the domestic tourism market.

4. One of the Incredible India 2.0 campaign 's goals is to foster engagement between Center and state initiatives, as well as extensive industry collaborations to promote tourism. Finance Minister Arun Jaitley 's budget for 2017-18 has suggested launching a new global campaign under the flagship Incredible India initiative of the Ministry of Tourism. It has also proposed to develop five special tourism zones in partnership with states. States still rope in Bollywood stars to attract tourists in their regions, from Amitabh Bachchan and Shah Rukh Khan to Priyanka Chopra. Social media campaigns, digital promotions launching and customer experience through bloggers are the new favourites, though. The Incredible Indian website's objective is to project India as a 'must-visit' destination for travelers across the world. The website's 2.0 version is upgraded to provide visitors with relevant, personalized and contextual digital experience which will contain all the required information about the country's tourism spots.

in previous one In 2008, the Ministry of Tourism initiated a campaign to inform the local community about good conduct and courtesy when it comes to dealing with international visitors. Indian actor Aamir Khan was funded to support the "Atithidevo Bhava" campaign, Sanskrit for "Guests are like God". By highlighting different facets of Indian culture and history such as yoga, spirituality and so on, the campaign presented India as an enticing tourist destination. The campaign was conducted internationally and gained praise from both tourism industry and traveler observers alike. But the movement also attracted opposition from many sources. Some observers didn't think it covered enough aspects of India which would have been attractive to the average tourist.

5. During the financial year 2017-2018, the Ministry of Tourism launched the Incredible India 2.0 campaign to promote the country's numerous destinations and tourism items, including cultural, medical and wellness tourism, in major and potential international source markets. The campaign aims at moving from generic promotions conducted worldwide to market-specific promotional strategies and content development with thematic innovative people on various niche items like spiritual, medical and wellness tourism. The initiative also seeks to switch from generic campaigns around the world to market-specific advertising strategies, content development and the use of thematic creatives to the next stage of promotion and marketing. Incredible India 2.0 campaign was based on niche tourist attractions including yoga, wellness, luxury, wildlife cuisine and more. The recipient of the Pacific Asia Travel Association (PATA) Gold Award 2019 was the "Discover The Amazing You" campaign.
The PATA Grand Prizes are offered in four major categories to outstanding entries: marketing; education and training; environment and heritage and culture. India received the award in the category 'Marketing-Destination Primary State'.  "Find the Incredible You" campaign is focused on promoting the Country's niche tourism products on digital and social media. It focuses on transformative encounters brought alive in the style of travelers' autobiographies through creative storytelling, with the tagline 'Find the Incredible You'.