Incredible India 2.0 Campaign Current Affairs - 2019

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Incredible India Campaign Wins Pata Gold Award 2019

Union Tourism Ministry’s Incredible IndiaFind the Incredible You’ campaign has won PATA (Pacific Asia Travel Association) Gold Award 2019. It won the award in ‘Marketing – Primary Government Destination’ category. The 2019 edition of award attracted 198 entries from 78 organisations and individuals worldwide.

Background

Tourism Ministry as part of its promotional initiatives annually releases Global Media Campaigns under brand-line of Incredible India in Television, Print, Digital and Social Media in key and potential source markets overseas. To take this yearly Campaigns to next level, Incredible India 2.0 Campaign was launched in September 2017.

About Incredible India 2.0 Campaign

It was released globally during 2018-19 with the tagline “Find the Incredible You”.

This new edition marked shift from generic promotions undertaken across world to market specific promotional plans and content creation. It focuses on digital and social media and promotion of Niche Tourism products of India.

As part of Campaign, 5 new television commercials were produced by Ministry, which were aired globally in TV, digital and social media. These were:

  • Yoga: The Yogi of the Racetrack
  • Wellness: The Reincarnation of Mr. and Mrs. Jones
  • Luxury: The Maharani of Manhattan
  • Cuisine: The Masala MasterChef
  • Wildlife: The Sanctuary in Paris

The series of films have received more than 153 million views on social media. They were earlier awarded 1st Prize in category of TV Cinema Spot at International Golden City Gate Tourism Awards at Berlin, Germany in March 2019.

About PATA Gold Awards

These are annual awards which are given to tourism industry organizations and individuals making outstanding contribution towards successful promotion of travel industry throughout Asia Pacific Region.

Award winners set industry standards for excellence and innovation and serve as examples for others to follow.

India Bags First Prize at the International Golden City Gate Tourism Awards 2019

The Ministry of Tourism, Government of India has won the First Prize in the category of TV Cinema Spot at the prestigious international Golden City Gate Tourism Awards 2019.

The promotional films/television commercials produced as part of its Incredible India 2.0 Campaign by the Ministry of Tourism have received the awards:

  • Yogi of the Racetrack.
  • The Reincarnation of Mr. and Mrs. Jones.
  • Sanctuary in Paris.
  • Maharani of Manhattan.
  • The Masala Master Chef.

Golden City Gate Tourism Multi-media Awards

Golden City Gate Tourism Multi-media Awards are the annual awards for the various categories related to the Tourism and Hospitality sectors. The patron of the award is the Federal Association of German Film and Av Producers e.V. in Wiesbaden.  The awards would be presented at the ITB Berlin, the world’s leading tourism trade show. The awards are given to countries, cities, regions and hotels in various categories.

Incredible India 2.0 Campaign

Incredible India 2.0 Campaign is a campaign of the Ministry of Tourism to promote Indian Tourism. The 2.0 campaign marked a shift from generic promotions across the world to market specific promotional plans and content creation.

Thematic promotions on different Niche tourism products have been produced and are being used in the Campaign, to cater to diverse consumer interests. These thematic promotions include Commercials on Yoga, Wellness, Wildlife, Luxury and Cuisine. The thematic commercials are produced in English with voice-overs in 9 international languages, viz. German, French, Spanish, Italian, Russian, Chinese, Japanese, Korean and Arabic.