MUMBAI: The Incredible India campaign - Find what you
seek - conceptulaised by Ogilvy & Mather takes the
meaning of previous campaigns a step further.
"Look at our geographic terrain, culture, history
or art; we are a very diverse country. And we want to
convey the same message through this campaign. Whatever
one is looking for in India, he/she will find it here,"
explains O&M executive creative director Ajay Gahlaut
about the idea behind the new campaign.
The Ministry of Tourism had briefed O&M to dig
a little deeper into what makes India truly incredible.
The team started researching by talking to travelers
from around the world.
"Our previous campaigns described the word Incredible
but through the new campaign, we will give more meaning
to it. We always aim to evoke curiosity about the country,"
says Gahlaut when asked how different the new campaign
is from the previous ones. The earlier Incredible India
campaigns have also showed prospective tourists different
parts of the country - be it the deserts of the west,
the hills and mountains of the north, the beautiful
coastal beaches or jungles and the backwaters in the
The campaign isn't city specific but travel specific
and showcases everything from Leh and Ladakh to Kerala.
The campaign (a total of nearly thirty pieces includes
press and outdoor advertising) covers a range of experiences
in India through the eyes of the tourist.
For instance to describe Kolkatta, there is the image
is of a rain-soaked window through which you can see
the trademark yellow cabs in the distance. The captions
go: 'Watch artists paint what nature paints'.
Similarly, the one on the Rann of Kutch says: 'Go into
a salt marsh. Get out of your comfort zone'. An image
of snow covered Chang La in Ladakh says: 'Discover new
heights, discover a new high'. An image of the floating
oil lamps on the ghats of Varanasi is accompanied by
the caption 'See candles float, see hope float'. A picture
of two rhynos from the Kaziranga National Park, Assam,
comes with the advice 'Avoid loud horns, Admire sharp
horns'. Another one, depicting the festival of Holi
says: 'Throw colours on others. Add colour to your life'.
Other pictures include a variety of images from camel
rides in Rajasthan to wildlife reserves of Madhya Pradesh,
from the tea plantations of Munnar to the Taj Mahal
in Agra, from the backwaters of Kerala to the beaches
of Andaman, from Kathakali dancers to Tibetan monks.
India's diversity is well represented in the series.