Incredible India, Ministry of Tourism's flagship campaign, has found a new patron in Prime Minister Narendra Modi. Speaking on the monthly radio programme 'Mann Ki Baat', Modi urged people to "share their travel experiences across India" with him using #Incredible India.
As one of the most popular and active politicians on social media, Modi has a following of 13 million on Twitter and 29 million on Facebook. Unsurprisingly, people are responding with great enthusiasm.
Incredible India, a first of its kind marketing initiative by the Government of India, was conceptualised in 2002 by Amitabh Kant, joint secretary, Ministry of Tourism and V Sunil, then creative director at Ogilvy & Mather, New Delhi. Launched with the primary objective of creating a distinctive identity for the country and promoting tourism, the campaign which claims to have generated a 16 percent increase in tourist traffic in its first year, has been running successfully since then.