'Incredible India' appeals to national pride to elevate stature abroad

The Indian Tourism Ministry says "The guest is god" in a campaign created by McCann Erickson

MUMBAI — The Indian Tourism Ministry has rolled out a multimedia campaign comprising four films created by McCann Erickson and featuring "Incredible India" ambassador, Indian film star Aamir Khan.
 
The theme: enhancing the image of India abroad, through honesty, helpfulness and cleanliness.
 
One of the films opens at a birthday party in Zurich, where Gajendra is turning three. A flashback to Goa reveals the story behind his Indian name. A woman in labor on a railway platform alongside her husband is helped by Gajendra, who runs to their aid, taking the couple to his car and driving them to a hospital. He climbs over the closed gates to get help. With the baby in her arms, the mother looks at Gajendra and says, "Gajendra, meet Gajendra." The film cuts back to Zurich, where the Indian Gajendra's picture hangs in the garden of the celebrations.
 
Accompanied by the older Gajendra, brand ambassador Khan says, "We help guests here, and the echoes of that reverberate there (across the world). Come, let's elevate the nation's stature, with pride. The guest is god." (Desh ka sar, garv se ooncha karein. Atithidevo bhava.)