With 8.03 mn foreign tourists arriving in India (annual growth rate of 4.5 per cent) in 2015, and 1,432 mn domestic tourists visiting all states and Union Territories (annual growth rate of 11.6 per cent) in the same year, the travel and tourism industry is growing. According to India Tourism Statistics - At A Glance 2015, foreign exchange earnings from tourism amounted to Rs. 1,35,193 crore in 2015, with an annual growth rate of 9.6 per cent.
Before 2002, government's efforts to promote tourism did not create much impact. However, in 2002, V Sunil (erstwhile Creative Director, O&M Delhi) and Amitabh Kant, then Joint Secretary, Ministry of Tourism, conceptualised the Incredible India campaign, which demonstrated a concentrated effort towards promotion of tourism. This was seen in the iconic ‘Incredible !ndia’ logo being used effectively in all communications, along with the onboarding of an influential personality such as Amitabh Bachchan (for Gujarat tourism). With January 25 being celebrated as National Tourism Day, here’s a look at some of the most memorable India tourism ads.
Gujarat government’s ‘Khushboo Gujarat Ki’ campaign with the taglines ‘Kuch din toh guzariye Gujarat mein’ and ‘Come, breathe in a bit of Guajarat’ has become synonymous with super star Amitabh Bachchan (Gujarat’s brand ambassador) as he takes viewers on a journey through the most unique facets of Gujarat. The television ads have covered architectural sites such as Sun Temple of Modhera, Ambaji temple, Somnath temple, Buddhist caves at Uparkot, Gir, handicrafts made in Gujarat, kite festival, Kutch festival, Dwarka, Saputara, Sabarmati Ashram, and more. According to media reports, the campaign had led to a 30 per cent increase in tourist arrival in Gujarat (from 1.70 crore in 2009-10 to 2.23 crore in 2011-12).
Buddhist caves at Uparkot:
Handicrafts made in Guajarat:
Rann of Kutch:
Madhya Pradesh tourism ads, promoting ‘the heart of India’, are known for their playfulness and catchy jingles. The latest commercial, with its use of bobble-heads and wooden toys, is the fifth ad created for the state tourism department.
MP Mein Dil Hua Bachhe Sa:
MP Ajab Hai, Sabse Gajab Hai:
MP Tourism TVC Sau Rang:
Hindustan Ka Dil Dekho:
Hindustan Ka Dil Dekha:
While the Gujarat and Madhya Pradesh tourism ads have captured the hearts of millions across India, other Indian states have tried to play catch-up. Of these, the ads created for Kerala, Jammu and Kashmir, Rajasthan, and north-east India are worth a mention.
The Kerala tourism ads, which seem to have adopted a deliberate slowdown approach, are a stark contrast to both the jingle-led MP tourism ads as well as the super star-led Gujarat tourism ads.
Jammu and Kashmir: