CASE
SUMMARY
• 2002 Incredible India was the brainchild of Amit Kant
• Until 2001, India's efforts to promote tourism weren't
focused, for example the marketing expense of
India's ministry of tourism what divided among its 18
offices abroad each of which had its own separate
advertising agency “spiritual India”, “cultural India”,
“unbelievable India”.
• 9/11 attacks in the United States
CASE
SUMMARY
• Kant propose that India should be the
mother brand
• refresh campaign highlighting Indian
culture and history was launch in key
markets powerful television
commercials
• The campaign focused on the idea of
spiritual tourism in 2003
CASE
SUMMARY
• Dr K Chiranjeevi, minister for state of
tourism India, accepted three awards at
world travel awards 2012
• Aimed to increase international visitor
figures by 12% annually until 2016
• In 2013 tourism department of several
Indian states and union territories begin
to adapt their own taglines
CASE
SUMMARY
•Internationale Tourismus Bourse (ITB) Berlin.
•“India Now” campaign
•India@60 event
•The International “Colours of India” campaign
CASE
SUMMARY
• Nielsen India Private Limited
•Strategic alternatives to structure and
organize India’s product portfolio
• Incredible India is an advertising campaign to
attract myriads of tourism to the country of
India. In 2013,the minister of state for
Q1. Discuss the tourism in India is contemplating the future of
evolution of the ‘Incredible India’ campaign. Started in
2002, the campaign had succeeded in turning
“Incredible India into high-end-tourist destination.
India”? • Tourism marketing in India needed to be
updated to educate the world about rich
experiences offered by the nation.
• A fresh campaign highlighting Indian culture
and history was launched in key markets.
• The campaign really helped in promoting tourism
in the different states. Powerful television
commercials were rolled on many television
Q1. Discuss the channels such as CNN, BBC and discovery
channel.
evolution of • The result of the campaign was very exciting and
“Incredible show the country’s increasing popularity amongst
sophisticated travelers.
India”? • The campaign also helped portray India from an
unpopular tourism destination to a multifaceted
tourism market, spotlight its culture, history and
diverseness.
Q2. From the study • Nielsen tested the campaigns launched by the Ministry of Tourism in
the United States, France and Australia during the period August
conducted by Nielsen 2011 to March 2012. Primarily, they measured the reach, quality and
examined consumers’ perception regarding the three consolidated
India Pvt. Ltd. For the campaigns
Ministry of Tourism, • The assessment study evaluated the campaign on various factors
what do you infer? such as recall, viewing media, viewing frequency, most striking
aspects of the advertisement, etc.
Base your judgement
on metrics used in the • The study demonstrated that the advertisements helped garner a
favorable impression of India and had had a positive impact on the
assessment report and targeted masses.
evaluate the
• The study also brought out qualitative insights. It revealed that some
“Incredible India” the travelers were apprehensive about visiting India because they
advertisements feared getting cheated by locals.
against them. • Others were not sure how to get to India or find transportation and
accommodation when they arrived.
Q2. From the study • Many tourists did not consider Inida to be a prime tourist destination.
Many consumers felt that the advertisements could educate them more
conducted by Nielsen about what was happening or changing in India.
India Pvt. Ltd. For the • Alternative strategies to market approaches would include further
Ministry of Tourism, expansion onto online media, as online media (social media) has
becoming an emerging outlet.
what do you infer?
Base your judgement • Online access is quickly become more integrated in everyday lives,
with the introduction of smartphones, tablets, and other portable
on metrics used in the electronics. Therefore, I would recommend “Incredible India” market
more on online media campaigns to increase their awareness.
assessment report and
evaluate the • Social media campaigns have been proven successful to appeal towards
younger demographics.
“Incredible India”
• Nielsen India Pvt. Ltd’s analysis showed that the most effective
advertisements advertisement components was the beauty of the destination, using an
against them. image based social media platform, like Instagram, will help further
market the appeal to travel to India, showcasing photos of India’s
natural beauty and culture.
• Based on this analysis by Nielsen India Pvt. Ltd, it is
apparent that print media and India’s natural beauty have
been strong drivers for respondents. Less effective are the
Q3. Evaluate the sub-brands of “Incredible India”, which scored less on
familiarity with respondents.
possible brand
alternatives available • Due to this, I would recommend concentrating less on sub-
to India and brands, and continue to focus more on the umbrella
“Incredible India”. Because Strategy 2 and 4 focus on
recommend a bringing awareness to sub brands, I do not believe they are
strategic alternatives effective moves.
that could be adopted
• However, Strategy 1 and 3 seem promising, which focus
as part of “Incredible more on strengthening the umbrella brand of “Incredible
India”? India”. As consolidating the many brands played largely to
the success to “Incredible India”, focusing more on sub-
brand growth would not be a strong marketing move.
Q3. Evaluate the • Alternative strategies to market approaches would include
possible brand further expansion onto online media, as online media has
alternatives available becoming an emerging outlet. Online access is quickly
become more integrated in everyday lives, with the
to India and introduction of smartphones, tablets, and other portable
electronics.
recommend a
strategic alternatives • Therefore, I would recommend “Incredible India” market
that could be adopted more on online media campaigns to increase their
as part of “Incredible awareness. Within the same line, a social media campaign
could also be used to promote “Incredible India”.
India”?
Q3. Evaluate the
possible brand • Social media campaigns have been proven successful to
alternatives available appeal towards y
to India and
recommend a • As Nielsen India Pvt. Ltd.'s analysis showed that the most
effective advertisement components was the beauty of the
strategic alternatives destination, using an image based social media platform,
that could be adopted such as Instagram, may help further market the appeal to
travel to India, showcasing photos of India’s natural beauty.
as part of “Incredible
India”?
JAI JAWAN, JAI KISAN
JAI HINDUSTAN
MADE BY:
Kartikay (M18BBA001)
Shaurya Chauhan (M18BBA015)
Vidhi Rajput (M18BBA064)
Madhav Sindhwani (M18BBA071)
Vaibhav Tyagi (M18BBA081)
