The Aakhya Weekly #112 | India's Creative Renaissance: Building a New Global Identity

Aug 30, 2024

In Focus: From Incredible India to Creative India- Leveraging our Immersive Creative Industries

by Swapneel Thakur

"Everytime I think of India, I think ‘Incredible India,’" said Mr. Dennis Francis, President of the 78th UN General Assembly, reflecting on India's recent development progress. This phrase, "Incredible India," brought back memories for many of us of a time when a wave of advertisements, newspaper features, and a distinct logo highlighted why people from around the world should visit India and experience its unique beauty. Indeed, launched in 2002, Incredible India was a glory in its time to increase tourist inflows into the country. Featuring striking images and themes that showcased India’s cultural heritage, the campaign aimed to present India as a unique destination offering opportunities for physical invigoration, mental rejuvenation, cultural enrichment, and spiritual elevation.

As the campaign continued to take shape in many directions over the years, foreign tourist arrivals sprouted from a mere 2.54 million in 2001 to a whopping 10.93 million in 2019 before hitting a curb induced by the pandemic in 2020. Although similar figures have not been replicated in recent years, the government swiftly identified the potential of tourism by allocating ₹2,478 crore to the Ministry of Tourism during the Budget 2024. Of this amount, ₹2,080 crore is designated for tourism infrastructure development and a ₹33 crore allocation for promotions abroad. However, many argue that these allocations are inadequate and that there is an urgent need to invest in the current positive perception of India post-COVID. This includes tapping into high demand in key markets like the UK, France, Germany, and the US, and reviving the significant investment that drove the success of the "Incredible India" campaign at its peak.

The Rise of ‘Incredible India’

Indeed, at its peak, the "Incredible India" campaign was featured on major television channels across Europe, Asia, the Middle East, Africa, Australia, and New Zealand. Digital brochures were placed on popular websites like Yahoo! and Rediff, while ads for promotional DVDs appeared in leading business and special interest magazines. "Incredible India" postcards were included with all online railway ticket purchases. Acknowledging the immense popularity of cricket in India, the campaign launched "Incredible India" polls related to cricket on major Indian portals and websites to boost domestic tourism. Additionally, several roadshows were planned in cities such as Milan, Paris, and various locations in Serbia and Eastern Europe as part of the campaign. Certainly, this would not have been possible in 2024, with just a ₹33 crore allocation.

Too Diverse to Say ‘Incredible’

However, this does not take away Incredible India was also not without differing opinions. Experts viewed that India, unlike more straightforward nations like Singapore or the Maldives, is far too diverse and complex for accurate depictions by a single term like "incredible" in tourism campaigns. The "Incredible India" campaign does not fully encapsulate this multifaceted country. A more fitting approach would be encouraging people to "Discover India," showcasing its rich diversity. Critics also point out that the ads often depict rural imagery, such as women spinning with pots on their heads. While highlighting India's history is valuable, opting not to cover modern elements prevents a complete representation of the country's identity. India should be marketed as a place where tradition coexists with futurism. Some suggest that while India's heritage should play a significant role in tourism campaigns, relying solely on it is not sustainable in the long term. Therefore, to attract more tourists, India needs to diversify its tourism offerings and promote itself on various platforms across different markets.

Opportunities for New Incredible India

In today's interconnected world, where the internet removes barriers and social media brings people together globally, India has a unique opportunity to enhance its 'Incredible India' narrative by showcasing its rich and diverse cultural heritage and history. The country's communities have a deep-rooted tradition of contributing to culture through architecture, dance, festivals, handicrafts, literature, and music, creating a vibrant legacy that has stood the test of time. With the spread of digital technologies, these cultural expressions have evolved into what are now known as creative industries, attracting people from around the world, especially those eager to explore Indian lifestyles and diversity. From Tollywood to the breathtaking hills of the Northeast, and beyond the well-known draws of Bollywood, heritage sites, and Butter Chicken, emerging media technologies are now bringing to the forefront diverse cultural attractions that can represent India for what it has always been regarded, a land of cultural diversity.

Creative Tourism

By harnessing its creative industries, India can captivate and engage tourists from around the globe, shifting the focus from traditional tangible heritage to new forms of tourism centred on intangible heritage and contemporary creativity, a concept known as creative tourism. Initially introduced by Pearce and Butler as a potential form of tourism, and further developed by Richards and Raymond, creative tourism offers visitors the chance to enhance their creative potential by actively engaging in learning experiences tied to local heritage and knowledge. This approach provides an immersive experience that fosters direct interaction between visitors and locals, including the destination’s culture, enriching the tourist's experience through cultural exchange. This shift moves away from the conventional 'Incredible India' narrative and the overemphasis on popular destinations, instead broadening tourism opportunities across the country. It enables foreign visitors to explore and experience India's diverse regional offerings, from gastronomy to spiritual practices. Each region in India provides a unique experience, allowing central and state-level initiatives to develop various avenues of creative tourism.

In fact, creative industries could attract audiences, consumers, and markets, worldwide. Unlike cultural diplomacy, where governments often incur substantial costs in organising summits, fairs, and cultural events, creative industries continue to engage their consumer base independently in the digital age over its expertise in social media tools, marketing strategies and exchange of consumer base through collaboration. This has led to numerous success stories, such as Korean Pop (K-Pop), Japanese Anime, and Jamaican ‘Reggie’ among others. Therefore, even if there is not much room to incur exorbitant promotional strategies abroad, the government can always partner or collaborate with creative industries on different cultural projects which would allow them to acquire a larger consumer base and also help the Indian story reach potential tourists that wish to experience the country. At a time when India continuously strives to develop inward capabilities of tourism through various schemes such as Swadesh Darshan, PRASAD, CBSP or even hosting important summits such as G20 and the GPAI which will feature across all news channels around the globe, creative industrialists can help in developing the outward attractiveness acting as ambassadors in what Alisher Faizullaev describes as ‘everyday diplomacy’.

A Creative India

As the world slowly adapts to the "new normal," the creative sector is expected to be at the forefront of India's next growth phase. The pandemic has accelerated technological advancements and innovation in the creative industries, as seen in the surge of OTT and social media platforms, live-streamed events, and the growth of virtual tourism. Digital technologies have empowered consumers to become content creators on platforms like Instagram and YouTube, leading to a substantial rise in Indian creators who have garnered a significant global following. This digital shift represents a powerful argument for India to leverage its creative industries to rejuvenate tourism and establish itself as an international hub for cultural and creative excellence, where heritage and modern innovation intersect to offer unique and engaging experiences to a worldwide audience. As destinations aim to gain a competitive edge through creativity and tourists seek immersive experiences, the creative economy provides opportunities to enhance value by crafting engaging content and experiences, fostering innovation, and making destinations more unique and attractive. This shift represents a move from the traditional 'Incredible India' to a new narrative of 'Creative India,' giving attention to the country's dynamic and inventive spirit.

Top Stories of the Week

Cabinet Approves UPS

Last week, the Union Cabinet approved the Unified Pension Scheme (UPS), a new pension system for government employees that merges features of both the Old Pension Scheme (OPS) and the National Pension System (NPS). Unlike the NPS, a defined contribution scheme with no guaranteed pension amount, the UPS ensures a pension equal to 50% of the average basic pay from the year before retirement. This marks a significant shift back to a defined benefit model. The government will now contribute 18.5% of the basic salary, up from the previous 14%, while employees will continue contributing 10%. Contributions may be adjusted periodically based on actuarial assessments to meet the scheme’s commitments.

The decision to implement the UPS follows recommendations from a committee chaired by former Finance Secretary and Cabinet Secretary-designate T.V. Somanathan. The committee was asked to review the NPS to balance employee expectations with fiscal prudence. The government estimates that the UPS will result in an additional expenditure of ₹6,250 crore in its first year, along with ₹800 crore in arrears for employees who retired after the introduction of the NPS. Employees who joined government service on January 1, 2004, or later, and those who have retired since then, could switch from the NPS to the UPS. Around 99% of NPS members are expected to benefit from this transition.

While the UPS is a central initiative, many states are expected to adopt this structure, which could strain their finances due to the increased government contribution and guaranteed pension costs. Details regarding the management of the existing NPS infrastructure and the operational guidelines for the new scheme still lack clarity. The Central Secretariat Service Forum has welcomed the UPS as a better alternative to the NPS, even though some members continue to push for a full return to the OPS without salary deductions.

Ladakh's District Reorganisation: Impact on Governance and Development

The Home Minister announced the formation of 5 new districts in the Union Territory of Ladakh—Zanskar, Drass, Sham, Nubra, and Changthang. This marks a significant policy decision linked to governance, following the abrogation of Article 370 in 2019. This initiative will enable these districts to receive concentrated attention, facilitating the delivery of services and opportunities directly to the populace. The decision seeks to improve the implementation of all public welfare schemes from the Central Government and the Ladakh administration.

Through the customisation of governance to address the distinctive requirements of each district, administrative efficiency and logistics could be improved significantly, aiding better execution of government programs. Economic ventures, such as eco-tourism in Zanskar and adventure tourism in Nubra, will be poised to flourish, generating employment and supporting local enterprises. This restructuring also anticipates infrastructure advancements, encompassing roads, communication networks, and healthcare services, which could collectively enhance the quality of life for residents. It

In addition, Ladakh's strategic role as a buffer zone between India and its neighbours—China and Pakistan—introduces further dimensions to the centre’s decision to establish new districts. The decision could shore up national security through improved stability and local endorsement of national policies while reinforcing the establishment of surveillance systems. With the longstanding elected Autonomous Hill Development Councils in Leh and Kargil, established in 1995 and 2003 respectively, it remains to be seen whether similar councils will be established for the newly created districts to maintain the focus on localised governance.

A Few Good Reads

Pratap Bhanu Mehta argues that the BJP's governance matrix is marked by a weakened prime minister, deepening institutional conflicts, and a continued investment in communalism.
Check out Pranay Kotasthane's latest piece where he examines the 'lateral firing' issue, questioning the government's hasty U-turn on hiring mid-level specialists and its implications for state capacity.
Parmy Olson discusses how Telegram's Pavel Durov's detainment signals that the 'no consequences' era for social media may soon be 'history,' as platforms face mounting regulatory pressures.
Antara Haldar highlights how Mohammad Yunus’s microfinance model turns traditional economics on its head—proof that sometimes, you need to break the mould to make the change.
Bridging the language gap for a ‘Viksit Bharat’ might just be the key to decoding India’s future—because in the age of AI, it's not just about speaking the language, but speaking in data, says Shashi Shekhar Vempathi
Gabby Miller notes that "as influencers gain power in the US 2024 election, the need for regulatory oversight becomes ever more urgent.

The Aakhya Weekly