MAM

Tourism ministry sells 'Incredible India' with generous dose of spirituality

NEW DELHI: With spiritual therapy proving to be an attractive proposition for foreign travellers, the ministry of tourism and culture has decided to capitalise on the particular theme in its new advertising campaign released in Europe, Asia Pacific and the Middle East recently. The plans for the new television commercial - based on this theme - are yet to be finalised, and will be on air soon.

The second part of the Incredible India campaign, which was released by O&M's Delhi office in January 2003, stresses on the popular spiritual amenities which India offers, according to company sources. For the campaign, erstwhile creative director of O&M, V Sunil continues to work as a consultant.

Regarding the campaign, Sunil says, "We have taken forward the same idea of `i' (which stands for India). But now the focus is on `spiritual India'. Body, mind and soul are a big thing for tourist (opting for India as a destination) and people will come for this. It does not mean that we won't do other categories but spiritual theme will be the main aspect in the time to come."

The earlier campaigns have focused on Himalaya, wildlife, yoga and ayurveda.

On the new print campaign, comprising five sets, Sunil says, "The new ads are different - they are very stylish and young in nature. They are unusual with a generous usage of graphics, they are more like campaigns for a sportsbrand. There is propagation of how spirituality is good for body, mind and soul."

Sunil throws light on a particular ad, "We have portrayed breathing technique and meditation in an Himalayan background, but through graphic treatment, explaining what it does to you."

On the decision to specifically focus on spirituality, Sunil says, "Let's take the example of Singapore - there the focus is on shopping, fun and entertainment. Similarly, most people come to Indian for spiritual reasons. That is the big differentiator for India, in comparison to other countries."

The campaign has been released in leading airlines, news and travel publications such as Conde Naste traveler , Tutotourismo, Geo, Vogue,Tattler, Financial Times and The New York Times.

The ministry had worked on Incredible India campaign for the US earlier this year. The objective was to position India as 'an unique and preferred destination for tourism'.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/21/johnson.jpg?itok=DKeojJYF
Johnson's celebrates 125 years with new campaigns

American multinational medical devices, pharmaceutical and consumer packaged goods manufacturing company, Johnson’s recently completed 125 years in the baby care products category in India.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/21/itc.jpg?itok=cX8Y1slV
Team ITC makes India proud ,Wins a Silver Lion at the Young Lions Marketers Competition at Cannes

Two young women managers from ITC made India proud by winning the Silver Lion at the very competitive & prestigious Young Lions Competition at Cannes. The team comprised Raisa Chakravarty and Anupama Sharma from ITC's Personal Care Products Business. They had earlier won the India Challenge....

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/21/walmart.jpg?itok=iUQSOmvw
Walmart sells $16 billion worth of bonds for Flipkart acquisition

American multinational retail corporation, Walmart, has decided to sell $16 billion worth of bonds to help finance its investment in Indian e-commerce giant Flipkart.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/21/Greenscape.jpg?itok=PAtWgjGE
Greenscape gets insects to tweet & spread awareness about e-waste

MUMBAI: Most people dump their e-waste just like their regular waste. This results in e-waste ending up in dump yards and landfills. To discourage people from doing this, Greenscape, India’s leading IT waste disposition company, joined hands with Dentsu Webchutney to launch #TinyBugsTweet campaign...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/21/Amit_Jain.jpg?itok=PNvPhrxz
L'Oreal India appoints Amit Jain as managing director

MUMBAI: L’Oreal India has appointed Amit Jain as a new India managing director succeeding Jean Christophe Letellier who will shift within L’Oréal group after a five-year stint in the country.

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/21/general.jpg?itok=td3GVm-a
Future Generali's Father's Day campaign breaks records on digital platforms

MUMBAI: Future Generali Life Insurance recently launched a digital campaign last week on Father’s Day, #AapkiHealthMereLiye. With #PromiseToMyChild, fathers across the country pledged a vow of health to their children as a part of the campaign. Digital marketing agency AdLift who were appointed by...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/21/comp.jpg?itok=m_ZWObAr
Kraft Heinz to sell Complan brand in India

MUMBAI: US food and beverage giant Kraft Heinz is looking to sell its children's energy drink brand Complan in India. The sale could help Heinz in fetching about $1 billion. Kraft Heinz is said to be working with an adviser to gauge interest in the brand from potential buyers. These buyers could...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/20/ad.jpg?itok=pYWqIUIX
Ajay Devgn venture ny cinemas engages ccs for branding & cinema styling strategy

MUMBAI: NY Cinemas, a venture by Ajay Devgn, plans to launch a 100 new multiplex theatres across India in the next one year, and has entrusted Mumbai-based creative agency Colour Craft Studio (CCS) with creating a brand and cinema styling strategy that will give Indian audiences a never-seen-...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/20/gutenberg.jpg?itok=yVfRiv2x
Gutenberg Wins Gold in PR Asia Awards for 2018

Gutenberg, an award-winning global and integrated digital marketing communications firm, has been named a gold winner in the Public Affairs category by PR Awards Asia, an organization celebrating the most outstanding, inspired and successful campaigns, individuals, and companies in Asia-Pacific’s...

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories