CNBC Catalyst: Incredible India

Ministry of Tourism India, a branch of government in India, increased consideration of India as a travel destination by seeking out the interests of its premium APAC and EMEA audience.

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....

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