Interfocus has won the India Tourist Office account and it unveils its first work this week as part of a pounds 1 million push to build the country as a tourist destination.
The account, which was previously with RPM3, moved to Interfocus following its merger with the ad agency Osprey, which was pitching for the India Tourist Office account at the time of the merger.
Interfocus is attempting to create a new image for India and to build visitor numbers from the UK and Ireland by 15 per cent.
In the past, India has been promoted on its cultural appeal, with the use of images of temples, art and culture, but the latest campaign uses the line 'It's not a dream.
It's India' to target tourists taking short-term package holidays.
The first advertisement in the press and poster campaign juxtaposes a sea shot of a tourist in her swimsuit with a tiger standing in water, while a second execution features tropical fish swimming through a temple.
The campaign breaks this week with colour spreads in magazines including Esquire and the colour supplements. Posters in major train terminals across London will run for six months.
Mike Reynolds, the creative director at Interfocus, explained: 'We didn't want to abandon the images that made India attractive. Our problem was that people thought they 'knew' India.
By juxtaposing these attractions together to create surreal, dreamlike images, we are asking them to reconsider the country. The new line and rallying call of this new strategy will be 'Wake up to India'.'
The ads will also help position India as something more than a winter destination by encouraging people to travel there in the summer months.
The copywriter is Mike Reynolds with art direction by Seth Crewe.
Media planning and buying is through New PHD.