Motherland Experience Design

Incredible India

Incredible India was the first marketing initiative of its kind. We conceptualised this path-breaking campaign in 2002 with Amitabh Kant, Joint Secretary, Ministry of Tourism. The primary objective of this exercise was to create a fresh, distinctive identity for the country, something that could capture the imagination of high-end tourists. This resulted in the iconic ‘Incredible !ndia’ logo. The exclamation mark was used to great effect as a slick and extremely memorable branding device across all communications. The campaign successfully established India as an upscale tourist destination, generating a 16% increase in tourist traffic in the first year.

LAUNCH CAMPAIGN 2002/03 THE CREATION OF THE ICONIC '!' LOGO, THAT SYMBOLISED THE INDIA EXPERIENCE FOR MANY YEARS TO COME.

THE 2006/07 CAMPAIGN FEATURED SPECTACULAR IMAGERY ACCOMPANIED BY A WRY, SELF-ASSURED TONE – A SIGNIFICANT DEPARTURE FROM PREVIOUS INDIA CAMPAIGNS, AND A REFLECTION OF A NEWLY RESURGENT SENSE OF NATIONAL IDENTITY.

THE COLOURS OF INDIA CAMPAIGN IN 2006/07 SHOWCASED INDIA'S DIVERSE CULTURAL SPECTRUM USING VIVID IMAGERY AND A COLOUR-THEMED NARRATIVE.

ITB Berlin

In March 2007, the global India brand campaign 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 campaign used the entire city as a canvas, covering it with large billboards, branding on taxis and buses, vibrant graphic art and 3D installations. Signalling a new level of sophistication in India's branding strategy, the ITB campaign was a huge hit with international media and trade. By this time, we had become adept at planning city-wide aesthetic and cultural experiences that immersed people in the brand far more effectively than conventional marketing campaigns.

A CITY TAKEOVER DURING ITB BERLIN SAW INDIA BRANDING PRECISELY PLACED IN KEY LOCATIONS.

EXPERIENCE INDIA: MULTIPLE EVENTS WERE CURATED TO SHOWCASE CULTURAL VARIETY AND DEPTH. SEEN ABOVE, A SHOT FROM THE CULTURAL EVENING WHERE 45 OF INDIA’S BEST CHEFS WERE FLOWN IN TO CREATE AN ELABORATE 29-COURSE MEAL THAT FEATURED THE COUNTRY’S FINEST CUISINE.

India 60

The year 2007 not only marked the 60th year of independence for India but also celebrated the arrival of India on the global platform. The Incredible India@60 campaign was launched in New York from 23rd-26th September, 2007 to coincide with the UN General Assembly session. The combination of the 4-day event and the General Assembly created the perfect opportunity to showcase the best of India to world leaders, top international business moguls and the public. Incredible India@60 took India’s extraordinary energy and cultural diversity to the watching world. Billboards at Times Square, taxis, buses, bus shelters, TV and radio, announced the arrival of a brand new India. With 8 ministries, 8 overseas partners and 41 events – including 4 gala dinners, 13 conferences and panel discussions, 9 cultural shows, 7 receptions and 8 ongoing events – it was a grand show that maximised India’s presence and visibility to the world.

India Now, London 2007

A 3 MONTH-LONG CAMPAIGN THAT SHOWCASED INDIA'S CULTURE THROUGH EVENTS AND A MAJOR BRAND CAMPAIGN. THE CAMPAIGN PLAYED ON NAMES OF FAMOUS LONDON UNDERGROUND STATIONS, CREATING AN ENGAGING AND AMUSING CONTRAST.