When the task of defining one word—beauty—is so vast, how much more difficult must it be to capture the spirit and essence of a whole country. A country that is both ancient and modern, which has passion and wisdom, that is unchanging yet ever changing—a country that veritably defies definition. This is the conundrum that the Tourism Ministry of the Government of India faced seven years ago when it embarked on the ambitious task of trying to brand the country for the first time.
The story of the ‘India Incredible’ tourism campaign.
