The Challenge
The Incredible India campaign was launched by Ministry of Tourism to promote India as a world-class tourist destination.
Incredible India was facing numerous challenges including:
- Competing with other campaigns for the attention of their key audience
- Struggling to reach premium and affluent travelers across APAC and EMEA
- Identifying and communicating a distinct side of India that general audiences would not know about already
The client wanted to inspire and educate audiences that India has something to offer everyone based on pre-defined audience clusters:
- Off the beaten track travellers seeking unique experiences;
- Culture and heritage enthusiasts; and
- Foody enthusiasts....