Incredible India: From the Incredible in India to the Incredible in You

Incredible India, the international tourism campaign maintained by its government, expanded tourist interest in India by predominantly targeting millennials from the US and UK.

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...

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