'Incredible India' campaign is an integrated marketing communication effort to support the Indian tourism industry's efforts to attract tourists to the country. The present study was conducted to assess the reach and the awareness level of ‘Incredible India’ campaign among Indian and Foreign nationals. The study findings pointed out that campaign advertisement have better reach and viewership among Indian tourists in comparison to surveyed foreign tourists. Maximum tourists both Indian as well as foreign, who viewed the advertisements, felt that the advertisements showcased landscapes of India, monuments of India, Indian Culture and Palaces in India. Also study findings reports that although English is the most common language in which advertisements were viewed but significant number of tourists have seen advertisements in other languages also, both local and foreign languages.