We have many Indias within this country. Exotic India, unsafe India, cultural India, slumdog India, democratic India, and spiritual India are just some of them. Unfortunately, in our haste to project our country as THE destination for tourism to the rest of the world, we try and promote all the good things. Fortunately for us, this worked for a little while. Or perhaps foreign travellers still decided to come despite the chaotic messaging, the unsatisfactory service and poor infrastructure. So how do we promote a country that is so varied, so plural, so myriad in nature? The individual states and UTs need to come forward with adequate help from the Centre – financial as well as moral support. The states also need to thoroughly narrow down their offering to perhaps one or two products. That is how they will be able to sell their appeal and to specific markets. MOT’s new idea of launching market-specific campaign–Incredible India 2.0–is more like it. Of course, nothing will work well and on a sustained basis if the product itself is flawed. Like all ad companies will tell you – don’t touch a product unless it delivers on its promises.