The Indian Ministry of Tourism wanted an outdoor campaign to showcase the many incredible facets of the country in an innovative way.

From among the many sights and sounds that constitute India, we chose three that represented her best: the Taj Mahal, one of the seven wonders of the world, Kathakali, a spectacular Indian dance form and Warli, a folk art unique to India.Skilled craftsmen then recreated these images out of grains of rice. The approximately 2000-word descriptors below each of them were skillfully inscribed by hand on rice grains, with each grain having only one word: a technique whose origins are in India.

The interest this campaign generated was more than expected. The target was to distribute 2,000 www.incredibleindia.com rice mementos. We ended up creating and distributing 3,000 more, exceeding the target by an incredible 150%. Of course, traffic to the Incredible India website shot up exponentially, as did enquiries regarding holiday packages in India.