In­dia in(re)bound

TravTalk - India - - GUESTCOLUMN -

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.

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