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 Art, a folk art unique to India. We then showcased them in a unique way. With the help of skilled craftsmen, we painstakingly recreated these images entirely out of grains of rice. Below each of them, we wrote about their respective origins and history in detail. Even these approximately 2000-word descriptors were skillfully inscribed by hand on rice grains, with each grain having only one word: a technique that has its origins in India. We then put up the installations in airports and malls across the country and distributed mementos in the shape of a grain of rice with the Incredible India website inscribed on it.

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.