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20 Feb, 2012

Push to Promote Movies as Medium to Market “Incredible India” Campaign


NEW DELHI, 16 Feb 2012 (Ministry of Tourism) – In a major initiative to promote the ‘Incredible India Campaign’ and Cinemas of India as a sub brand of Incredible India at various international film festivals and markets abroad, the Ministry of Information & Broadcasting and Ministry of Tourism today signed a Memorandum of Understanding.

The MoU is expected to enhance the reach of “Incredible India” through the Medium of Cinema, develop synergy between tourism and film industry and provide a platform for enabling partnerships between the Indian and global film industry. The MoU was signed in the presence of Mrs Ambika Soni, Minister for Information & Broadcasting, Mr Subodh Kant Sahay, Minister of Tourism and Minister of State for Tourism, Mr Sultan Ahmed.

It is expected that this innovative partnership will facilitate the promotion of India as a filming destination for foreign producers. In 2009-10, 23 permissions were granted for shooting in India, in 2010-11, 21 permissions were granted and in 2011-12, 20 permissions were granted. The MoU is expected to also enable the increase of India’s share in world tourist arrivals in the country from 0.6% to 1.0% by the end of XII Five Year Plan. This would result in achieving 11.37 million foreign tourist arrivals by 2016, as compared to 6.29 million foreign tourist arrivals in 2011.

The MoU aims to create and build upon a Film Tourism vertical of Incredible India Campaign by promoting Cinemas of India as a sub-brand of Incredible India. The emphasis will be on its linguistic/cultural/regional diversity. The MoU will also provide an impetus to frame policies and guidelines for facilitating shooting of international films in India and promote India as a filming destination, both for international and domestic film producers.

Another key objective of the MoU seeks to to initiate dialogue with State Governments and UTs within India for development of locations for film shootings and promotion of tourism. At the institutional level, the MoU attempts to constitute a National Level Committee for coordination with various stakeholders for promotion of India as a film and tourism destination and for facilitating visas for films units from overseas. On some of the key aspects, the roadmap will be charted out through mutual consultations between the two ministries.

As per the MoU, the Ministry of Tourism would provide budgetary support for identified film festivals, markets and events. The Ministry would facilitate publicity through the available content based on existing audio visual material and print designs. The joint participation of the two ministries would cover the Cannes Film Festival and Market, IFFI Goa including the Film Festival and Film Bazaar and European Film Market at Berlin.

The MoU reiterates the branding of ‘Incredible India’ at critical outreach positions at the identified film festivals markets and events. This includes the display of the logo of Incredible India, including display through wall hoardings, stalls and the screening of the promotional film.