The tourism ministry engaged the services of advertising and marketing firm Ogilvy & Mather (O&M) India to create a new campaign to increase tourist inflows into the country.

[5] The campaign portrayed India as an attractive tourist destination by showcasing different aspects of Indian culture and history like yoga and spirituality.

[6] In 2008, the Ministry of Tourism launched a campaign targeted at the local population to educate them regarding good behaviour and etiquette when dealing with foreign tourists.

Atithidevo Bhavaḥ was aimed at creating awareness about the effects of tourism and sensitising the local population about preservation of India's heritage, culture, cleanliness and hospitality.

In 2015, Aamir Khan, whose comments on perceived intolerance in the country had created a controversy, ceased to be the mascot for the Incredible India campaign when the contract for it expired.

[12] The Ministry of Tourism again engaged Ogilvy & Mather for a period of three years, starting in 2012, to redefine the brand and provide a strategic vision for the campaign.

In 2013, the Ministry of Tourism partnered with WoNoBo.com to launch Walking Tours,[13] an online experience where users navigate and route their way through cities based on a choice of themes.