Francesco Frangialli, Secretary-General, UN World Tourism Organization (UNWTO)

‘Few campaigns have impressed me as much as “Incredible India” in its uniqueness, creativity, impact and effectiveness. Visualized and implemented by Amitabh Kant, the campaign took Indian tourism to new heights. The book provides deep insights into the formulation of the campaign and how a crisis can be converted into an opportunity. The lucid, open-hearted, first-person account makes interesting and informative reading for academics and practitioners alike.’