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Incredible India Ad Campaign Casts Guests As God

The Guest is God; the cabs are god-awful.
The personal hygiene of Delhi's taxi drivers is an unusual topic for ministerial-level discussion, but recently it has been central to a government debate over how to lure more tourists to India.

Convinced that the body odors of many of the capital's drivers were far from inviting, the tourism minister, Renuka Chowdhury, has started an advertising campaign aimed at persuading those who work in the tourism sector to clean up their act.
According to an article in the Business section of the International Herald Tribune, the "guest is god" branding initiative is the domestic counterpart to an international campaign, called Incredible India, aimed at changing perceptions of India in the mind of the global traveler, and is inspired by a line from Hindu scripture, Atithi devo bhavah, or "our guests are our gods."
Posted by abnu on Monday, April 25, 2005 @ 10:55 AM [ + ]

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