The Hindu·3 min read·medium
IndiGo collaborates with Incredible India to reimagine India’s tourism story
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Sangita Rajan
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IndiGo airline has partnered with the Ministry of Tourism to modernize the 'Incredible India' campaign. The initiative aims to promote India's evolving cultural and experiential tourism offerings to a global audience.
When the iconic tourism campaign Incredible India first appeared in the early 2000s, it marked a clean break from the India the world thought it knew. Gone were the familiar clichés of snake charmers and peacocks. In their place was a country presented through design and culture, and tourism eventually became one of India’s most recognisable expressions of soft power.
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