25 September, 2020

!ntimate Escapades

India gets an image makeover and a brand identity with which to market itself at home and abroad

!ntimate Escapades
It's an incredible duo. A no-nonsense minister who gets things done whether it's demolishing illegal constructions in the capital or building new infrastructure at select sites to woo tourists. And a bureaucrat who can take credit for transforming Kerala into 'God's own country'. Tourism minister Jagmohan and joint secretary in the tourism ministry Amitabh Kant have embarked on a mission to make India an irresistible destination for foreign and domestic tourists.

Named 'Incredible !ndia', the project is a new branding strategy to sell India as a premier tourist destination. The aim is to follow in the footsteps of nations like Thailand and Malaysia which successfully came up with clear brand identities like 'Amazing Thailand' and 'Malaysia, Truly Asia'. Both the number of tourists as well as per capita spends in the two Asian countries have gone up after their campaigns were launched with gusto. Now Jagmohan and Kant think they can do the same for India.

Explains Kant, "It is important to brand a country, and the word 'incredible' captures all that India has." In fact,...


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