`Branding India: An analysis of Incredible India the campaign`

Branding India : An Analysis of the Campaign "Incredible India

By

I . Introduction

Some enigmas rule human life , such as the gap between lip and the cup may seem invincible , or one may be all decked up and yet have nowhere to go . Metaphorically speaking , situations like these take place more in the sphere of trade and commerce than normal life and it is because of that , the mechanics of branding and positioning occupy top spots in the company agenda . This state of affairs gained momentum right from the beginning of the

21st century (Barney , from when the globalization started taking over and rediscovered humans as its prime capital , a process that has now been intensified more than ever

Accordingly every segment of trade and commerce is now busy in discovering all possible niches of business , besides innovating the ways and means to create and consolidate their place there . For that matter the significance of evaluating and modifying the company strategies , if so needed , has never been felt than it is now . This is the current attitude of the companies , and from that perspective , the "Incredible India Campaign , a flagship project to promote Indian tourism too needs to adopt that , in to determine its current standing in the marketplace . Therefore , this explores the same by studying the impact of Incredible India Campaign on the UK market , before resorting the SWOT analysis , evaluation from the framework of branding and recommending solutions to enhance its efficacy as a brand

II . Incredible India Campaign in Brief

II . 1 . Background

Six years back from now , The Indian Tourism Department launched this promotional campaign primarily to enhance tourist flow . Funded by Government of India and Experience India Society , which is a consortium of travel agents in India . Its first phase of campaign ran for three months , through which it highlighted various tourist attractions in India , such as Himalayas , wildlife , yoga and Ayurveda etc , through print and electronic media , where Ogilvy and Mather (O M ) were assigned the charge of print media campaign , Enterprise Nexus , Mumbai , took the responsibility of spreading the TV campaign through global channels like CNN , BBC , etc . The formulated objective was to run a campaign towards promoting Indian Tourism like a brand and to position it through constant and consistent approach (Indian , 2005

II . 2 . Philosophy

The Ministry of Tourism , Government of India decided to imbibe the Indian philosophy of hospitality with this campaign and thus it introduced "Atitithi Devo Bhavah Program (Atithi , 2004 , where its Sanskrit title meant "Guest is God . This program aimed to sensitise the existing and prospective stakeholders towards tourists , and thus floated a nationwide campaign . This was more of a social awareness program which aimed to create awareness about the high prospect of Indian of tourism among Indians , besides imbibing in them the sense of preserving Indian heritage , culture , hospitality and cleanliness , etc . Such a move might have been fuelled by the general impression that India was one of the less-favoured tourism destinations among international travelers...