The creative duties of Incredible India’s domestic campaign have been given over to Crayons Advertising. The agency will also look at the campaign execution in print media. The Incredible India campaign has been initiated by the Government of India to promote India as a tourist destination. Crayon has earlier done impressive campaigns for Kerala and Himachal Tourism.
Ministry of Tourism (MoT) has allotted Rs 50 crore for the domestic campaign, which will include all forms of media. Television and print advertising form a significant part of the media mix for the domestic campaign.
Leena Nandan, joint secretary, MoT, says the sector is growing and tourists are looking at new destinations and new experiences. The Indian tourism sector is poised for a quantum leap and the government would like to work and carry the process forward, she says.
“To meet this challenge the sector needs experienced agencies and quality campaigns. We are delighted to assign the creative’s to Crayons for Incredible India’s print account. The print ads will be released through DAVP and the Ministry of Tourism will decide where and how to place the campaign in the medium.”
Ranjan Bargotra, president, Crayons Advertising, mentioned that the campaign will go on till the end of this year. He also said that the campaign will promote established tourism destinations of India and will talk about the country’s heritage and natural beauty like the Nilgiri Mountains and Ladakh.
Crayons seem to be exploring and adding some exciting colors in the Incredible India campaign.