‘Incredible India’ is easier said than done. It’s time the Modi government took concrete steps to harness and exploit our rich heritage...In the new millennium, various governments and leaders including Prime Minister Narendra Modi have talked about India’s soft power. Yet, we have never really harnessed this strength.

For a guy who started out in advertising a couple of decades ago, it’s surprising he dismisses Cannes with a flick of his wrist. V Sunil, the man behind Motherland — known for its millennial-chic magazine — says, “It’s an encouragement if you win, but you take some pictures and you go home and unfortunately, nothing really changes. So when we started our company, we decided we are not going to get into that drama.” He’s launched movements like Incredible India and Make in India, and brands like Indigo and has seen the country itself go beyond campaigns to experiences.

Convergence — that is what Incredible India is seeking to bring into the increasingly digital campaigns to market the country to tourists. One of the objectives of the Incredible India 2.0 campaign is fostering engagement between Centre and state initiatives, as well as extensive collaborations with industry, to promote tourism. [...] The ministry is promoting a give-and-take approach. 

Prime Minister Narendra Modi is set to be the mascot of ‘Incredible India’ campaign as the Tourism Ministry decided to do away with plans to rope in any Bollywood stars, including Amitabh Bachchan, for the role which was lying vacant after ouster of Aamir Khan earlier this year. [...] The ministry is planning to use -- for radio and audio release -- two types of videos of different durations where Modi had talked about the uniqueness and diversity of the country, the official said.

The wonders of Incredible India are now available on the popular video sharing website Youtube. The public diplomacy division of the external affairs ministry's Youtube channel called 'Indiandiplomacy', will now feature films from the ministry's archives to showcase India's cultural diversity.

“The centenary celebrations would provide the country an excellent opportunity to exhibit India’s soft power on global scale and reinforce the idea of Cinemas of India along with the Incredible India campaign,” says Soni.

NEW DELHI --- “Incredible India.” For tourism purposes, that slogan has served India well, but it is insufficient to convey the identity of a rising world power.