Madhya Pradesh Tourism: How Madhya Pradesh became incredible in Incredible India

The Indian state of Madhya Pradesh (MP) wanted to boost domestic tourism and grow its tourist trade by at least twice the category annual growth rate of 12%.

Madhya Pradesh Tourism: How Madhya Pradesh became incredible in Incredible India

Apurv Saigal and Ajay Menon

Campaign details

Brand owner: Madhya Pradesh State Tourism Development Corporation LtdAgency: Ogilvy & Mather, MumbaiBrand: Madhya Pradesh TourismCountry: IndiaChannels used: Magazines - consumer, Newspapers, Radio, TelevisionMedia budget: 1 - 3 million

Executive summary

The Taj Mahal, the backwaters of Kerala, the beaches of Goa, the deserts and colours of Rajasthan, and the temples and coastline of Tamil Nadu – that's how global tourists perceived India, and so did Indian tourists for that matter....

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