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Storyboard18 | What state tourism accounts mean for ad agencies

State tourism accounts don't generate a lot of revenue for the agencies, but they tend to win ad firms creative awards and recognition - both nationally and internationally, say advertising experts.

April 30, 2022 / 02:15 PM IST
Still from a Rajasthan tourism ad.

Still from a Rajasthan tourism ad.

For 37-year-old Indian American Natasha Sharma, the urge to discover her homeland came from the Incredible India campaign titled “Find what you seek” which was splashed over US markets in 2013.

“The sheer beauty captured in the campaign through myriad colours of Holi festival motivated me to visit India,” she says.

The Incredible India campaign was first launched by the ministry of tourism in 2002, along with its advertising agency partner Ogilvy & Mather India, the agency which also happens to handle the majority of state tourism accounts including Gujarat, Rajasthan, West Bengal and Daman & Diu, among others.

Advertising experts Storyboard18 spoke to revealed that unlike big FMCG/auto accounts, tourism accounts do not bring massive amounts of billings to the advertising agency but they win firms creative awards and recognition both nationally and internationally.