The Ministry of Tourism, of the Government of India, has initiated the ‘India Now’ campaign, which will be celebrated in London from July to September 2007 this year, with an aim to build brand ‘India’. ‘India Now’ is the biggest festival of India to be staged in the UK, with activities planned across London for the entire duration. The event is being coordinated by the office of the Mayor of London. Span Communications, along with Ashok Creatives, is doing the campaign.
The ‘India Now’ campaign will consist of a series of India-centric events and activities that will showcase India’s contribution to world culture, its rich tradition, as also focus on contemporary India and new Indian trends across art, film, theatre, food, music and fashion. The campaign, which will use both print and electronic media of the UK, will focus on how India has progressed in the last 60 years, since its independence.
Leena Nandan, Joint Secretary, Ministry of Tourism, said, “UK is one of the most important source markets for India, with over seven lakh tourists from the UK visiting India during 2006. Various promotional activities are being undertaken to further tap the immense potential of this market and to augment tourist arrivals to the country from the UK. One of the major promotional activities is advertising through various media to ensure greater visibility of ‘Incredible India’ in the market.”
Nandan added that with a view to have an effective presence of ‘Incredible India’ in London during the ‘India Now’ event, so as to benefit from the reach it would offer to visitors at the event, the Ministry of Tourism is undertaking an extensive media campaign in print and electronic media, as well as on buses, taxis and outdoor panels in Central London, during the three-month period.
As part of the campaign, some of the buses and taxis plying along the main routes in Central London will wear a vibrant look with ‘Incredible India’ colours. Outdoor panels will highlight some of London’s landmarks through ‘Incredible India’ visuals, and the print campaign on important publications will focus on the close links between India and the UK, that will bear the tagline “India is closer than you think”.
Nandan further explained that in addition to the advertising campaign, a series of road shows have been planned in the UK in August. These road shows are being organised in collaboration with the Indian Association of Tour Operators, to facilitate greater interaction of Indian operators with their counterparts in the UK, for the promotion of India packages in the UK.
Some of the main highlights of ‘India Now’ will be the inauguration of the event at the London Eye on July 17, a three-week India themed festival commencing from August 2 called ‘Trafalgar Square Festival’, and the ‘Regent Street Festival’ on September 2, when London’s shopping street will be transformed into an Indian streetscape with music, food and artisans.