New Delhi
September 19, 2007
(Press Information Bureau)

To coincide with the September session of UN General Assembly, the Ministry of Tourism, Ministry of Culture and Confederation of Indian Industry (CII) are organizing IncredibleIndia@60 – a four day celebration starting from 23rd September 2007, that will take India’s extraordinary energy and cultural diversity to New York. The focus of IncredibleIndia@60 would be on cherishing democracy and celebrating diversity. Celebrating the 60th anniversary of India’s independence in New York provides a unique opportunity to capture the minds of global leaders by projecting the best of India’s economy, culture, heritage and art forms during the UN General Assembly session. 

IncredibleIndia@60 has been conceptualized as a complete experience to showcase India’s economic dynamism and highlight its growth and vibrancy. The Celebrations comprise a sand sculpture of Taj in Manhattan, cultural performances from the different regions of India, demonstration and display of Indian handicrafts, handlooms and textiles, fashion shows, music concerts, art exhibition, Indian food festivals, panel discussion on “Women and Global leadership” with Yale University; an interaction on “Brand India” at Harvard Club and a conference on Water: Challenges and Options with the Earth Institute, Columbia University. 

The entire event is being supported by a multi pronged publicity campaign in the TV, Radio and a number of outdoor sites in Manhattan/New York which include, six fully wrapped buses,150 taxi tops, 150 bus shelters in Manhattan, four panels at Times Square, 120 panels at the Grand Central Railway Station, Street banners and hoarding near the UN Headquarters, hoarding at the Rockefeller Centre, etc. 

In addition, massive publicity for the event is also given at Haarlem and Queens, adjoining Burroughs of New York, through advertising in 200 bus shelters. 

The creatives used in the campaign showcases a wide range of themes/subjects, depicting the progress and achievements made by India in various field in the last 60 years. 

The American market is the most important source market for India and this event would provide an effective platform for promoting India as a tourist destination.