How was the recent Incredible India campaign different from the previous ones?

The Ministry of Tourism, under the Government of India, along with Ogilvy India conceptualized the Incredible India campaign in 2002 to position India as a tourist destination by highlighting multiple dimensions, including culture, festivals, history, and natural wonders. There was a noticeable shift of international tourists from developed countries to developing ones, and the objective of this integrated marketing effort in print, television, outdoor, and digital media was to create a distinctive identity for the country. The campaign theme has varied in the years since it was first conceptualized, but it has retained a simple tagline—
“Incredible India.” It has also used the same logo, the tagline with the “I” of India replaced with an exclamation point. The campaign has been a great success; in its first year alone, tourism in the country rose by 16 percent.