Incredible India title was officially branded and promoted by Amitabh Kant, the then Joint Secretary under the Union Ministry of Tourism, in 2002. 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. Indian actor Aamir Khan was commissioned to endorse the campaign which was titled 'Atithidevo Bhava', Sanskrit for 'Guests are like God'. Atithidevo Bhava aimed at creating awareness about the effects of tourism and sensitising the local population about preservation of India's heritage, culture, cleanliness and hospitality. It also attempted to re-instil a sense of responsibility towards tourists and reinforce the confidence of foreign tourists towards India as a preferred holiday destination. The concept was designed to complement the ‘Incredible India’ Campaign.