Campaign details

Brand: Incredible India
Brand owner: The Ministry of Tourism, The Government of India
Lead agency: McCann Worldgroup India
Country: Global
Industries: Destinations and locations
Media channels: Online video, Social media, Television
Budget: 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 experiences was brought alive through a unique storytelling format – the ‘Autobiographies of Travelers'. Thus, was born a unique travel and tourism campaign that became one of the most popular campaigns on YouTube (with 130 million views). This popularity in turn drove a massive jump in tourist interest in India and a corresponding increase in Foreign Tourist Arrivals (FTAs) subsequent to the campaign.

Market background and cultural context

The market