The 'Incredible India' Campaign: Marketing India to the World

Case Studies in Business Marketing

ICMR HOME | Case Studies Collection

To download The 'Incredible India' Campaign: Marketing India to the World case study (Case Code: MKTG122) click on the button below, and select the case from the list of available cases:

Marketing Case Studies
Marketing Management Short Case Studies
View Detailed Pricing Info
How To Order This Case
Business Case Studies
Case Studies by Area
Case Studies by Industry
Case Studies by Company

Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Case Details:


Case Code : MKTG122 For delivery in electronic format: Rs. 400;
For delivery through courier (within India): Rs. 400 + Rs. 25 for Shipping & Handling Charges


Case Length : 24 Pages
Period : 2002 - 2006
Pub Date : 2006
Teaching Note : Available
Organization : Ministry of Tourism, India
Industry : Tourism
Countries : India


The 'Incredible India' campaign, launched in 2002, was a major initiative by the Government of India, to promote India as a tourist destination.

The case discusses various aspects of the campaign. It also gives a brief account of the impact of the campaign on the Indian tourism industry.

It describes some of the criticisms against the campaign, and elaborates on the opportunities and challenges for tourism in the country.

The case ends with a discussion on the future prospects of the tourism industry in India.


• Gain an understanding of marketing communication campaigns and their components.

• Gain insights into the factors that contribute to the success of a communication campaign.

• Appreciate the complexities of tourism marketing.

• Understand the unique challenges in conducting a worldwide campaign to promote a country as a tourist destination, particularly with regard to the number and variety of stakeholders involved, and their possible responses.

• Understand the current status of the Indian tourism industry and to analyze its future prospects.


  Page No.
Introduction 1
The 'Incredible India' Campaign 2
Bouquets... 5
...And Brickbats 7
Opportunities 10
Outlook 11
Exhibits 12


Tourism, Communication campaign, Tourists, Online Campaign, Ministry of Tourism, Infrastructure, Domestic Tourism, Tour operators, Advertising, Tourist receipts, India, Media, Taj Mahal

The 'Incredible India' Campaign: Marketing India to the World - Next Page>>


Case Studies Links:- Case Studies, Short Case Studies, Simplified Case Studies.

Other Case Studies:- Multimedia Case Studies, Cases in Other Languages.

Business Reports Link:- Business Reports.

Books:- Text Books, Work Books, Case Study Volumes.