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13.1.10. Connecting with Indian Diaspora
The Indian Diaspora forms a significant and influential
group in their respective
country of residence. The Indian Diaspora will be encouraged to visit India to connect
with their roots, join their friends and relatives in India for special life events. They
will also be encouraged to visit India for special events such as the Kumbh Mela and
other major events. The Overseas Indian community can, in fact,
be the real
Ambassadors for Indian Tourism and can influence foreigners in their network to visit
India.
13.2.
Incredible India Brand
13.2.1. Comprehensive Brand Refreshment
The Policy envisages a brand audit of Incredible India Brand towards comprehensive
brand refreshment as India expands, differentiates
and diversifies its tourism
products.
Brand audit will examine a range of aspects such as w
hat does the Incredible
India brand stand for? what does it promise visitors? what are its values and how
does it differentiate itself from its competitors? what benefits does it offer its
stakeholders? what tone does it use in communications? The Ministry of Tourism will
undertake market research and involve all the key stakeholders in the exercise. It will
have new
market positioning statements, new themes, tagline and logo.
Brand
definition will be at the root of any strategic marketing plan in future to benefit from
the brand value.
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