ITDC launches new mascot and fresh tagline; unveils new campaign to promote ‘Wed in India’, ET TravelWorld

State-owned India Tourism Development Corporation Ltd (ITDC), working under the aegis of the Union Tourism Ministry on Monday launched a new tagline and a mascot for the first time since its inception. With an intention to boost the ITDC brand and diversify its offerings across various sectors it operates, the new mascot ‘Adyant’, whose name is derived from Sanskrit words, is an ant signifying ITDC’s sustainability,team work and resistance.

The fresh tagline of ITDC is ‘Sabse Shreshta athithya ki aur’ which in English means, towards excellence in hospitality.

At the launch ceremony at The Ashok Hotel in New Delhi, ITDC Managing Director MR Synrem said that they are actively seeking new business opportunities while enhancing its current verticals to build on the momentum of its record financial performance last fiscal year. “We aim not only to expand but also to elevate our existing services, exploring new avenues for ITDC’s growth as a company,” he said.

The company, known for providing hospitality, travel and tour, events, and engineering-related consultancy services, aims to bolster its presence in Mumbai, Chennai, and Kolkata by transforming them into regional hubs for its operations.

On the occasion, ITDC also unveiled a digital campaign to promote weddings at ‘The Ashok’ hotel as part of Prime Minster’s ‘Wed in India’ appeal. This initiative aims to keep economic prosperity within the country by promoting India as a preferred destination for weddings.

Launching a video clip around the campaign, Manisha Saxena, Director General, Ministry of Tourism, Government of India said, “I hope we are able to bring more and more weddings to India. We have launched our campaign, ‘India says I do’ and as the year progresses, we will launch more unique campaigns and marketing initiatives to promote more destinations. It would also involve integrating the local culture and mainly locals to make the experience more and more authentic and it makes an impact on their livelihood.”

The introduction of the wedding venue teaser aligns with the ‘India says I do’ campaign of Ministry of Tourism, a broader effort to boost the wedding tourism sector.

Whereas, Synrem affirmed ITDC’s commitment to optimising existing resources, rejuvenating its operations, and sustaining the growth trajectory witnessed in the last fiscal year, during which ITDC achieved record revenue of INR 458.08 crore and a net profit of INR 60.33 crore.

The cumulative Profit Before Tax (PBT) for the same period reached INR 76.80 crore compared to INR 60.84 crore for the corresponding period last year, indicating a growth of over 26 per cent. Likewise, the Profit After Tax (PAT) for this period stood at INR 55.71 crore as against INR 46.12 crore corresponding period of last year.

Sharing his views on the growth of ITDC and the vision behind the new tagline and mascot, Sambit Patra, Chairman, ITDC lauded the company’s exceptional performance in the financial year 2022-23, expressing confidence in its ability to maintain growth momentum.

“India has become a brand, and so is ITDC. We are rebranding ourselves at a time when we are getting financially stable. FY23 was the most profitable year for us, and post that, we are seeing a 24 per cent year on year growth since then.This rebranding helps us promote ITDC in a better manner,” Patra said.