Incredible India

Incredible India is the name of an international marketing campaign by the Government of India to promote tourism in India in 2002 to a global audience.

Tourism is a major industry in India and the Ministry of Tourism launched a campaign to promote Incredible India as a tourist destination in 2002.^[2] The phrase "Incredible India" was adopted as a slogan by the ministry. Before 2002, the Indian government regularly formulated policies and prepared pamphlets and brochures for the promotion of tourism, however, it did not support tourism in a concerted fashion. However, in 2002, the tourism ministry made a conscious effort to bring in more professionalism in its attempts to promote tourism. It formulated an integrated communication strategy with the aim of promoting India as a destination of choice for the discerning traveler. The tourism ministry engaged the services of advertising and marketing firm Ogilvy & Mather (India) (O&M) to create a new campaign to increase tourist inflows into the country.^[3]

http://en.wikipedia.org/wiki/Incredible_India