The 'Incredible India' campaign, launched in 2002, was a major initiative by the Government of India, to promote India as a tourist

destination It describes some of the criticisms and elaborates on the opportunities and challenges for tourism in the country

Aamir khan as a brand ambassador makes him an influential and attractive personality Aamir khan has always been linked with credibility factors. So, people trust his view point

It appeals to the casual nature of Indians you shouldnt misbehave with the guest Urge people not to tolerate any sort of unethical behaviour cause ultimately it creates a bad name for your country Shouldnt take advantage of someones misery One shouldnt think about their profit only but about their country as whole

Indian patriotic feeling getting tapped Lack of knowing the language made foreingners feel helpless, so through the ad they are trying to evoke peoples sentiments about helping others Reminding Indians about their values of ATHITI DEVO BHAVA Respect for women

ultimately tourism is getting badly affected by the negative word of mouth and so people are losing their livelihood as it not only drives away the current but as well as the potential tourists

Ethos is the most dominant immediately followed by pathos, logos being the least reflective in this ad Ethos and pathos is being targeted here because Indians are more moved by sentiments of values, culture and traditions. These sentiments has an emotional connect with Indians

Thank You