Incredible !ndia Campaign

In March 2007, the global brand campaign (an evolution of the ‘Incredible’ theme, which was unprecedented in terms of quality and scale) was extended to the Internationale Tourismus Bourse (ITB) Berlin – the world's largest travel and tourism show – where India was participating as the Partner Country. The entire project was directed by V Sunil and Amitabh Kant, with support from tourism ministries across the world.
The campaign used the entire city as a canvas - covering it with large billboards, branding on taxis and buses, vibrant graphic art and 3D installations. Signaling a new level of sophistication in India's branding strategy, the ITB campaign overwhelmed the international media and trade. The statistics tell the story:

Overall area: 150,000 sq. m.
No. of exhibitors: 10,923

No. of countries: 180

No. of foreign exhibitors: 7,215

No. of German exhibitors: 3,708

No. of visitors: 177,154

No. of trade visitors: 108,735

Partner country: India

dummy

Invitation: Getting the attention of over 5,000 industry leaders from all over the world was no easy task. Phase 1: The initial invitation card was followed by an e-mail reminder listing program details. Phase 2: During the week-long event, 500,000 program flyers and cards listing daily events were placed at visitor touchpoints across the city – including taxis, hotels and the Galeries Lafayette.

dummy
E-mailer

Arrival: The experience began at the airport. Mammoth billboards and banners with tongue-in-cheek messages and headlines boldly announced the presence of India at ITB.

dummy
Banners outside the Berlin-Schönefeld International Airport.
dummy
Posters inside the Berlin-Schönefeld International Airport’s arrival lounge.
dummy
Posters inside the Berlin-Schönefeld International Airport’s arrival lounge.
dummy
Posters inside the Berlin-Schönefeld International Airport’s arrival lounge.
dummy
Posters inside the Berlin-Schönefeld International Airport’s arrival lounge.

Street: Giant billboards playfully highlighted the dramatic contrast between Indian and European culture. Taxis, trams and buses were wrapped in campaign-themed skins, providing commuters with a door-to-door brand experience.

dummy
Billboard at Ernst-Reuter-Platz.
dummy
Billboard at Ernst-Reuter-Platz.
dummy
Billboard at Zoofenester/Joachimstaler Straße.
dummy
Billboard at Zoofenester/Joachimstaler Straße.
dummy
Weather-related billboard at Park Inn Alexanderplatz.
dummy
Weather-related billboard at Beisheim-Center/Potsdamer Square.
dummy
Incredible India branded taxis.
dummy
Incredible India branded buses.

Welcome to the party: For the first time in ITB history, the Partner Country hosted a huge pre-launch party. The India Evening dazzled guests with a kaleidoscope of fashion, culture and fine cuisine, whetting their appetites for the week to come.

dummy
75 folk artists staged music and dance performances from different states.
dummy
45 of India’s best chefs were flown in to create an elaborate 29-course meal that featured the country’s finest cuisine.

Art: Installation 1: A souped-up scooter rickshaw was specially flown in to showcase ‘India version 2.0’. Installation 2: ‘Wool Wall’ - Bundles of brightly coloured wool stacked in a glass cube provided a vibrant 3D background for the brand.

dummy
The souped-up scooter rickshaw.
dummy
India Version 2.0.
dummy
The Wool Wall.
Exhibition: National Geographic staged a special India-themed exhibition at ITB, showcasing some of the country’s best photographers.
dummy

India Pavilion: It was a week filled with business meetings, presentations, art shows, craft displays, ayurveda demonstrations, astrology sessions, classical dances, folk music, tea-tasting, bangle stalls, henna and a mock wedding.

“ITB Berlin 2007 – the leading international travel industry meet – set new records. There were 15% more trade visitors with an increasingly international dimension. The ITB Convention had 9,000 participants (a 25% increase) and highly topical subject matter. India benefited greatly from its partner country status and a total attendance of 177,154.” ITB Press Releas dated 12.03.2007.

dummy
Open for business - a view of the Pavilion.
dummy
A mock Indian wedding.

The National Geographic issued a special collector's edition in Deutschland titled 'The Magic of India’ to coincide with the event.

"ITB Berlin is an international media event and the partner country gets enormous coverage worldwide. As a principal destination for business travellers and tourists, India has now established a firm place in world tourism.” Astrid Ehring, Press Officer, Messe Berlin.

dummy dummy
The Incredible India brand got enormous coverage from leading publications.
During the ITB, booklets and posters emphasised India’s position – and tremendous potential – as the world’s fastest growing democracy.
dummy
Poster at the information desk.
dummy
Poster at the information desk.
dummy
One of the posters mounted on wall panels and pillars in the lobby.
dummy
Another poster mounted on wall panels and pillars in the lobby.
dummy
An indoor poster announcing the astrology event.
dummy
An indoor poster announcing the food festival.
dummy
An indoor Mehndi poster.
dummy
Books with incredible macro-economic facts and figures were distributed during the ITB.