Indian Ministry of Tourism: Incredible India – From a Destination to a Transformation

The Indian Ministry of Tourism, the Indian government’s ministry for tourism, encouraged tourists to spend more time exploring India by launching a series of online TVCs based on unique Indian experiences.

The Summary

The foreign tourists in India stuck to the 'touristy' stereotypes like Agra, Jaipur and Goa rather than explore newer, offbeat places. This hurt the Indian tourism industry because the dollars got concentrated in a few places and didn't percolate down to the grassroots. So the task was to make the foreign tourist spend more time (and money) in exploring newer places. But it was easier said than done – thanks to the previous campaigns which had promoted these stereotypical 'touristy' places.

The solution started with a simple truth - the longer one stays, the more transformed he gets....

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