Campaign details
Brand: Incredible IndiaBrand owner: The Ministry of Tourism, The Government of IndiaLead agency: McCann Worldgroup IndiaCountry: GlobalIndustries: Destinations and locationsMedia channels: Online video, Social media, TelevisionBudget: 1 - 3 million
Executive summary
How does one better a phenomenal campaign like that of Incredible India? For starters, gain a deeper understanding of the millennial traveller; then, use this understanding to identify the current market gap and thus reposition India as a series of transformative experiences in order to attract the millennial traveller.
This series of transformative...