“Incredible India” campaign doesn’t need any presentation. What, instead, still deserves a proper one over here is the new book that Amitabh Kant, former joint secretary at the Ministry of Tourism, has written about it.
In “Branding India – An Incredible Story”, Mr. Kant tells the story of how a country of “twenty-eight states, seven union territories, eighteen official languages and 1.12 billion people” has been brought under one, powerful, and meaningful brand. The book explains everything of the campaign which taught the world that India was Incredible, of how it was conceived, and of the changes it generated (and is still generating) in Indian Tourism.
Sure, Amitabh Kant’s book is a must-read for those who work in tourism and communication business, but its appeal goes beyond: it talks about a great, and great-looking, story of success. Which is why, less than a month after its publication, the book is already in its second edition.