From among the many sights and sounds that constitute India, we chose three that represented her best: the Taj Mahal, an Indian dance form called Kathakali and Warli, an Indian folk art. Skilled craftsmen then recreated these images out of grains of rice. The descriptors below each of them were inscribed by hand on rice grains, each grain having only one word: a technique whose origins are in India. We 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 promotion was hugely successful with both client and customer. Our target audience was completely taken in by the unique technique employed to create the installations, which ensured that the promotion had top-of-the-mind recall. The client’s 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.