Escalating prices of the television and print media, along with market fragmentation, changing customer lifestyles and growing clutter have all generated the need for advertising on a media which is untapped and can innovatively capture audiences even out of home. Outdoor advertising seems to be the call of the day. With innovations, better spend and awareness, this can be seen as the media of the future for not only to attract attention or create interest, but also to convincingly influence the buying behavior of the customer.

What would you have ideally done had you wished to flaunt the timeless cultural heritage of your country beyond borders? Perhaps, as a layman you would've preferred the mailing option, done a word- of-mouth, recommended the archives to your international friends, or maybe conveyed it through columns in publications. Also, it is quite commonplace to promote your brand through the conventional print or television media. However, the Department of Tourism, Government of India preferred to think out of the box and managed to touch the heart of people across nations by belting out a global out of home advertising strategy.

The "Incredible India" campaign reflecting the message "Get to Know Yoga from its mother'', "Go back to 3000 BC and Get a healthier life" or "Its Time You Learned to Breathe" flaunted in the form of billboards, bus shelters and wraps across such coveted locations as Montparnasse Square (Paris), London or Times Square (New York) not only effectively portrayed the ethos of Brand India, but also managed to introduce and familiarize audiences the world over with the exotic destination called India flaring up the business prospects in the bargain.

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