Ogilvy & Mather New Delhi stirs curiosity with new Incredible India 'Find what you seek' press and poster campaign for The Ministry of Tourism

Mon2 ads-16.jpgMagazine ads-07.jpgThe Ministry of Tourism in India believed it is now time to take the 'Incredible India' brand forward. They briefed Ogilvy & Mather Delhi to delve a little deeper into what made India truly Incredible for this new campaign.

The Incredible India campaigns have done an excellent job of presenting India to the outside world. They showcased the length and breadth of the country through eloquent pictures that evoked wonder and curiosity about the country.

After conversations with travellers from around the world, and an extensive study of travel blogs, the Ogilvy team identified several different kinds of travellers - some want adventure and romance, others are keen to explore the culture and learn its history, and some want to travel her to soak in India's offering of peace and tranquility.  India has a fitting offering for every kind of traveller.
Monsoon_Kolkata.jpgMagazine ads-10.jpgMagazine ads-08.jpgMagazine ads-15.jpgMagazine ads-14.jpgMagazine ads-13.jpgMagazine ads-05.jpgDiscussions between the agency and client led to the articulation of the idea: 'Find what you seek.' It was based on the insight that India can be what any traveller wants it to be. The campaign (a total of nearly thirty pieces includes press and outdoor advertising) covers a range of experiences in India through the eyes of the tourist.
This poster titled 'Kolkata Monsoon' (left) is one of the 17 executions of the creative idea, 'Find what you seek'.
Executive Creative Director: Ajay Gahlaut
Creative Director: Jossy Raphael & Gaurav Nautiyal
Art: Kanika Sethi
Copy: Ajay Gahlaut, Jossy Raphael, Richa Jain
Account Management: Pawan Bhatt, Faisal Mahfooz, Rupinder Singh


Reality check said:

Superb photography.
Sublime copywriting.
Interesting art direction.
But it still doesn't erase india's default label as 'rape capital'.

Work on that, before asking for tourists to visit.

Reality Check 2 said:

Totally agree! Nothing beats those recent bad PR. The Ministry of Tourism is just wasting money. Hey, BTW, is Ogilvy PR India doing their public relation as well? Cha-ching!

Walter said:

It's the art direction that is actually surprisingly good and masks the rather unadventurous copy....that style has been done to death. But yes, the country has a huge PR problem that ads cannot solve at this point.

ANDY said:

Good work.
Who was the photographer?

Mishra said:

@Reality Check ...... Offences do happen in every country.... but it is only the third world countries who are mostly targetted. the incident was shocking enough to move everyone from within the soul, but India is moving ahead. with the strengthened laws and zero- tolerance amalgumated with prompt enforcement, it is safer than most of the countries in the world. So please, do check the data before tarnishing the reputation of any country. Namaste

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