A Fine Balance, by Rohinton Mistry

Incredible India - styled as Incredible !ndia - is the name of an international marketing campaign by the Government of India to promote tourism in India since 2002. Accoridng to its creators, the primary objective of branding was to create a distinctive identity for the country. This resulted in the iconic ”Incredible !ndia” logo, where the exclamation mark that formed the “I” of India was used to great effect across all communications.