Rejuvenating and healing the senses through yoga to seeking spiritual solace at the Golden Temple or beating the heat by drinking coconut water, this is the spirit of truly Incredible India! Showcasing the romance of Taj Mahal and the grandeur of royal forts in Rajasthan is not something new but unlike other tourism ads, the new ‘Incredible India’ ad shows a woman visitor spending the life of an average Indian. The ad shows India with its quirk and at the same time highlights the warmth of the people. The visitor is shown enjoying a boat race, struggling to find a place in the crowded bus and sneezing at the smell of heaps of red chillies.
Shifting the strategy to promote Indian destinations abroad and within, the tourism ministry has launched two new campaigns. The international campaign is called ‘Find what you seek’ and the domestic campaign is titled as ‘Go beyond’ launched at World Tourism Mart (WTM) in London. The ‘Go beyond’ campaign focusses on promoting lesser known destinations to Indians.
The new ‘Incredible India’ campaign is the brainchild of creative experts at Ogilvy & Mather. In fact the first campaign was also launched by O&M way back in 2003. The Ogilvy Delhi team won back the account after a multi-agency pitch in January 2012. It currently has the mandate to provide strategy and creative vision for a total of three years.
“With the new campaign, we have tried to take the Incredible India campaign to the next level with shifting focus from products to consumers,” said K Chiranjeevi, Union Minister for Tourism.
According to The Press Information Bureau release, the Minister said, “Tourists from the world over can find the destination or product of their desire in India – be it heritage sites, forts, beaches, backwaters, lakes, mountains, adventure, wildlife, culture, festivals, medical, wellness, MICE, religion or shopping. India offers something for everyone and that is why we proudly say that India is an incredible destination with a range of products as found nowhere else. It is truly in India, you will find what you are seeking.”
India’s position is 38th in the world in terms of World Tourist Arrivals and 17th in terms of World Tourism Receipts. Expressing concern over this fact, he said our endeavour is to increase India’s share to one per cent in World Tourist Arrivals by 2016.
The film is directed by Prakash Varma of Nirvana Films. The ad is shot all over India – right from J&K, Leh to Andaman & Nicobar Islands and Kerala. Nirvana Films has worked with Experience India Society, which commissioned the project on behalf of the Ministry.
Nirvana Films has done the earlier campaign as well and this film is a continuation from there. The production house wanted to portray that one trip is not enough to know about the country, so the traveller comes back to India to experience its diversities. The reason for choosing a woman is because of the increasing number of women travellers coming to the country.
Ajay Gahlaut, Executive Creative Director at Ogilvy & Mather said, “The campaign brief was to increase tourist traffic to India by large numbers. India is a vast country and you can’t peg it into one kind of place. The thought came from the proposition that whatever you are looking for is found in India including deserts, mountains, adventure sports, spirituality, art and religious places. Hence, the tagline says, ‘Find what you seek’. The ad also has a spiritual angle because lot of people come to India for religious purpose.”
“‘Go beyond’ is the domestic campaign which urges Indians to explore the country more,” he added.
The creative fraternity feels that the commercial is good but it could have been better.
“The commercial is like an AV for brand India; it captures the mood of India. Overall it has a nice feel and builds on the diversity of India. At the end, it leaves you with a happy feeling,” said Naresh Gupta, Managing Partner, Bang in the Middle.
He added, “There are many levels on which the commercial could have been much better. It doesn’t have the same magic as, say, the Madhya Pradesh Tourism ‘Eyes’ ad. It does not do justice to brand India, and rehashes every cliché about India. There is no new connection about the country, there is no attempt to drive new imagery of the country, and is a bit confused as to who is it aimed at. The international traveller may not even be able to make out the diversity that the commercial projects.”
Deepti Sakhuja, Vice President, Everest Brand Solutions said, “Incredible India meets us again through the kaleidoscopic lens. With scintillating music and eye catching montage, it will definitely entice the tourists to see the real India and feel its culture by actually participating in the Indian rituals and festivities.”
“The very idea of putting your ‘jhola’ or any earthly possession through the window of the bus to earmark and ensure your seat inside, takes one down the memory lane,” she further said.
The rich Indian culture is very well portrayed. However, in the montage, some sequences needed to be more explicit for foreign tourists,” concluded Sakhuja.