incredible india euro effie winner

Incredible India Global Media Campaign

Category: Services

Incredible ndia !

After 2 years, what was new about India?

Taj, Rajasthan, and Kathakali had become blindspots.

Clichés were boring. And some states were doing

better advertising.

If India’s advertising rupees had to multiply, we had to invest

differently.

Not in the backpacker’s pocket, but the wallets of

wealthy.

Communication challenge 1:

Redefine the audience.

The moneyed lot are the older lot.

The mature traveler.

They travel whenever they wanted. They are on a permanent holiday.

Unlike regular, holiday season travelers.

They want peace and quiet.

They want health and rejuvenation. They want nirvana and spiritual

healing.

They want to be part of the global buzz about India.

These are also niches that generate the maximum per person spends.

Communication challenge 2: Align the Indian experience

to their expectations.

The richer lot have options. Malaysia, Singapore, Indonesia, Sri Lanka,

Thailand.

But no other country had what we had. Yoga, Ayurveda…

With India’s differentiated offerings, we built the campaign on those strengths.

The tone had to be refined, the look had to be unique.

The look also had to be aesthetic, yet unmistakably Indian.

This was also the time, our colours, village and street art caught western fancy.

They even gave us a word for it - Kitsch.

So kitsch it was. The inspiration that influenced the look of our campaign.

For most of us, the gaudy Indian look

is passe, but not for the gray western world.

Challenge Three: Deliver a campaign that was sophisticated in

tone, but smacked of India.

With a media approach that ensured ATL drove traffic to our website, and gave travelers an opportunity to interact with India even before they landed.

The campaign.

Outdoors – New York

Outdoors - London

Outdoors - Paris

Outdoors - Zurich

interactive

The results

15.1% increase in inbound tourists

Accounting for a 18.8% increase in foreign exchange earnings, indicating that the affluent were successfully targeted

Increase in India’s share of world tourists from 2.73% to 3.92%

Astonishingly high per tourist forex earnings, second only to the USA

USA – $1653 India – $1462

Sri Lanka – $984 Italy – $970

Singapore – $892 Indonesia - $863

World average – $844

Spain – $862 Thailand – $763

Hong Kong – $685 China – $626 France – $556

Malaysia – $520

Hits increased steadily from a pre-campaign figure of 3,800,000, peaking at 7,113,528 Visits increased from 110,000 to 153,843

Overwhelming response to the 11 promotions, at an average of 30,000 entries per promo.

Similar activity in 2004 received only 8,500-9,000 entries per promo

Acknowledged effectiveness

Asia’s first ever Euro Effie

Thank You