theIdeaWorks creates new Incredible India! campaign for Singapore

Bindu Nair Maitra, 12 December, 2008

Mumbai

A new Incredible India! campaign, developed for India Tourism, Singapore has been launched by theIdeaWorks' Singapore office. Tranquility is one of the themes depicted in the campaign.

Speaking on the timing of the campaign, Amit Shahi, CEO and co-founder, theIdeaWorks says, "There is no particular, intended significance. Though, it does appear to have relevance to the current situation. Tranquility is one of the twelve themes of the campaign...Celebration, Flamboyance etc. It has been developed for India Tourism, Singapore which looks after communication in the ASEAN region."

Media reports in the aftermath of the Mumbai terror attacks had suggested that a new Incredible India! campaign was being developed to counter the possible global notion that India may not be a safe tourist haven. Shahi denies that the new campaign was created to assuage any such fears. He adds, "No, we are not looking at assuaging tourists' fears through this campaign."

Shahi further adds, "Personally I think we just need to continue saying what we have been saying...may be more of the same with better planning, better creative execution and better media selection."

Asked whether they had received a brief from the Tourism Ministry on a new Incredible India! campaign, which may be developed to counter global perceptions on India not being a safe tourist destination, Shahi said, "We have heard talk of such a campaign. But, no we don't have a brief."

(Photo credit: Singapore subsidiary of theIdeaWorks)