Incredible India

indiamike

MEENA NICHANI

TIMES NEWS NETWORK [ TUESDAY, NOVEMBER 05, 2002 01:33:20 AM ]

MUMBAI: India will soon be a global brand. For the first time in over five decades after Independence, it will have a brand identity, which tourism ministry officials and experts hope will help the country draw tourists like other South-East Asian countries such as Thailand and Malaysia.

'Incredible India,' is the slug, and it attempts to capture everything about India. A brand has been envisioned to market India as one of the best tourist destinations, globally. The brand also aims to project India as an unique opportunity for physical invigoration, mental rejuvenation, cultural enrichment and spiritual elevation.

India has, over the past 50 years, been marketing itself in a fragmented manner without any positioning. "Brand identity is needed for global recognition and to access and penetrate new markets. All countries are focusing on their culture and heritage. India too has to break parity and stand out from the crowd. It can do this only with the help of a brand," said Amitabh Kant, joint secretary, ministry of tourism.

Building a brand also helps define the target audience. The branding will be used to focus on positioning India as a destination for the rich and the famous. While India as a destination for an upmarket elite traveller sounds unbelievable, it will soon be a reality, say officials. "Positioning India as a destination for upmarket tourists is likely to induce investments in the tourism sector. Targeting the rich and famous will also lead to an upsurge in mass market tourists, as they usually follow the rich and the famous," says Mr Kant.

In addition to creating a brand, there is also need for aggressive marketing and an efficient advertising campaign. Around 40-50% of the resources with the tourism department will be spent on marketing and publicity. "Brands by themselves do not create magic, branding has to be supported by efficient marketing and creative advertising. 'Malaysia Truly Asia' and 'Amazing Thailand' are excellent examples of brands supported by effective advertising and marketing."

Consultants at the World Travel Organisation, advising the ministry said, "Good brands also deliver financial rewards. Powerful brands provide long-term security and growth, higher sustainable profits and increased asset value."

For instance, Kerala is the only state which has created a strong brand identity for itself. The brand, 'God's Own Country' is all set to become globally recognised in a relatively short span of time. Kerala as a destination has managed to stand out in a crowded market place, thanks to the creative branding, marketing and advertising.

The tourism ministry is planning an aggressive online campaign. "A complete digital experience will be created on-line to meet the requirements of travellers. Banners will also be displayed on all leading travel portals. And we soon plan to have a one stop travel shop on our website. Focus will be on all facets of travel like leisure, pilgrim, adventure and business," said Mr Kant.

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ha ha ha ha ha ha....choke.......ha ha ha ha ha ha ha ha ha ha...good one!

abracax

Looks like India is hitting critical mass for MBA's. Pity.

__________________
He travels fastest who pays for a cab.

Alan D

So this is how the tourism budget is going to be spent - 40%-50% promoting India as a global brand. I have seen other promotion campaigns for India in the past - a whole series of adverts in the British Press. They obviously failed to raise the number of visitors from around the 2.5 million mark where it has been for the last 10 years or so.

The particular slant of this campaign seems to be to go for the big spenders (upmarket tourists). Seems logical. If you can't increase the number of "rupee tourists" then try to attract more "dollar tourists" in the hope that this pushes up the total revenue from tourism.

The problem is that this kind of tourist is going to be very demanding in terms of hygiene, service and facilities. They will have travelled to other parts of the world and know what they want. India will have to deliver along international standards. I wish them well, but I think a good deal of effort is going to be needed to make India another Singapore or Thailand in tourism terms.

I look forward to some creative copy- writing.

indiamike

I have this funny feeling that I won't be asked to display banners, especially since I took the Pizza Hut logo and combined it with the new catch phrase.
More likely I will get a cease and desist letter from Pizza Hut ---looking forward to that though.

Mike

alri

alliterative
and so tied up in knots with their own jargon
incredibly indian!

indiawise

in frustration
i shed my tears.
in despair
i feel my fears.

in this reality
i try to live.
Right or wrong
We must forgive.

theres no getting away
no getting away
no getting away.

your soundless voice
they do not hear.
Their absymal idiocy
A burden we bear.

Theres a saying in my ‘wise’ country india “…balwano ko dhay dhay gyaan”. It sort of translates into “ please God, give the strong wisdom and knowledge”. Its an intrinsic part for a society’s well-being for the the rich and strong to be wise.
However this rule obviously doesn’t apply to the venerable indian bureacrat and politician. I’m glad many tourists (indian and western) being able to see the hollowness of our policies. I’m sure that a lot of you must get an idea of the kind of people at decesion making levels!!! The tourism happens not because ... but inspite of these planners!!