As global travel evolved, high-value international travellers began seeking immersive, experience-led journeys over traditional sightseeing. India, while globally recognised for its culture and heritage, had an under-leveraged narrative: its wildlife, biodiversity, and raw, unexplored landscapes.
The opportunity was clear : to reposition India as a destination of discovery, adventure, and authenticity.
To shift entrenched global perceptions and inspire a new generation of travellers, India needed:
India Untamed was conceived as a global storytelling platform, built in partnership with National Geographic.
Anchored in three thematic pillars:
The platform reframed India as: A land of untold stories, raw landscapes, and transformative journeys.
1. Editorial Authority
2. Immersive Digital Ecosystem
3. Social Amplification & Participation
The campaign spanned 15+ international markets, including:
USA, Canada, Europe, Russia, China, Japan, Southeast Asia, Australia, and the Middle East.
Delivered across:
Editorial-led wildlife and adventure content delivered the highest engagement, proving:
Authentic storytelling within a trusted environment outperforms traditional destination advertising.
As tourism marketing decentralises, State Tourism Boards now hold the opportunity to define India’s global narrative.
From Ladakh’s high-altitude wilderness to Kerala’s backwaters and the Northeast’s biodiversity – India’s most compelling stories are inherently regional.
India Untamed was not just a campaign, it was a proof of concept. It demonstrated that when destinations combine:
They can shift perception globally and drive meaningful engagement. The next chapter of India’s tourism story will be shaped by states that tell their stories boldly, at scale.
TIME Make in India Awards
Launch of Vivo’s IQOO3 on GSMArena
Travel + Leisure Travel Advisory Board’s visit to India
Mediascope is a strategic media partnerships firm specializing in connecting organizations with premium thought leadership platforms. Since 2008, we have served as the trusted liaison between clients and Financial Times Live, delivering measurable business outcomes through expertly managed event engagements.
