Incredible India (styled as Incredıble !ndıa) is the name of an international tourism campaign launched by the Government of India in 2002 to promote tourism in India. The "Incredible India" title was officially branded and promoted since 2002. The exclamation mark forms the 'I' of India. The exclamation used creatively across several visuals complements the concept behind the word "Incredible".[2][3]
Marketing campaign
In 1972, Sunil Dutt launched a campaign to promote India as a popular tourist destination.[4] The phrase "Incredible India" was adopted as a slogan by the ministry. Before 2002, the Government of India had regularly formulated policies and prepared pamphlets and brochures for the promotion of tourism, however, it had not supported tourism in a concerted fashion. In 2002, the Ministry of Tourism made a conscious effort to bring in more professionalism in its attempts to promote tourism. It formulated an integrated communication strategy with the aim of promoting India as a destination of choice for the discerning traveller. The tourism ministry engaged the services of advertising and