The ministry is sticking to its tried and tested formula of Incredible India. Spiritual therapy is the theme and is targeted at all those travelers who look at India as a spiritual destination par excellence. Its new advertising campaign is being pushed out in Europe, Asia Pacific and the Middle East. A new television commercial also should be on air in the near future.
The campaign involves Indian advertising agency Oglivy and Mather and looks at the spiritual amenities available in India. Shopping for rudraksha (the seed of Eliocarpus Ganitrus), looking to experience the Ganga at Varanasi, or head to Buddhist monasteries in Ladakh for meditation, India offers all this and more.
V Sunil, creative diretor at O&M says, “We have taken forward the same idea of `i’ (which stands for India). But now the focus is on `spiritual India’. Body, mind and soul are a big thing for tourist (opting for India as a destination) and people will come for this. It does not mean that we won’t do other categories but spiritual theme will be the main aspect in the time to come.”
Earlier ads had pushed India’s wildlife, Himalayas, yoga and ayurveda. Sunil says the new ad campaign will appear in a print medium and consists of five sets. “The new ads are different – they are very stylish and young in nature. They are unusual with a generous usage of graphics, they are more like campaigns for a sports brand. There is propagation of how spirituality is good for body, mind and soul.”
The ads will be released in news, in-flight and travel magazines such as Conde Naste traveler , Tutotourismo, Geo, Vogue,Tattler, Financial Times and The New York Times.