Decode
We identify rising subcultures and passion points in India across music, sport, fandom, wellness, food, etc. and spot what's making waves.
India's Destination Marketing Agency, for Global Tourism Boards.
We make Destinations irresistible to Indian Travellers
Through passion, culture, and storytelling,
we inspire over 50 Million Indians to book
the world's top Tourism Boards.
Download the India Outbound
Inspiration Report 2026
Download now
10+ national boards
5,000+ creators
15+ years
Trusted by tourism boards and brands alike
See Us in Action
The work speaks for itself
Culture As A System
We put a method to the madness in destination marketing
Match
We pair each passion point with a destination experience that authentically fits and creators that are native to the subculture, not merely participating.
Narrate
We craft the destination stories in the subculture's own language. The destination lives within the narrative, never bolted on top or as a backdrop.
Convert
We engineer the path from emotion to actual bookings using these stories with regional languages, native platforms and trade activations.
We build for Governments, not just brands.
It's easy to pitch a campaign. But a whole other thing to get the governments to approve.
Intelligence-Led
We start every brief with real traveller data from our data partners, including Skyscanner, Amadeus, Skift Research and McKinsey.
Approval-Savvy
We work within your reporting lines, approval cycles, compliance requirements, and manage all clearances and governance in-house.
Full Funnel
We do not stop at just building awareness. We take people all the way from first noticing your destination through to booking it.
Accountable
We are committed to providing you with accurate reports that make sure your destination keeps growing in the right direction.
Find out how ready
India is for your destination.
Our work that moved Arrivals, not just attention.
Every campaign below shows how tourism board marketing is done, via proper reporting matrices: growth, sales, perception, presence.
Singapore Tourism Board
Is This Even Singapore?
A family destination repositioned as the cultural default for young India. Five distinct cohorts moved through one campaign: urban couples, Tier 1 and 2 families, Gen-Z culture seekers, sports audiences and solo female travellers, each served by a creator roster.
+18%
YOY growth in Indian Arrivals to Singapore
+24pts
“Youth-relevant” brand perception
190M+
Views
Hong Kong Tourism Board
#HerHongKong
Our data showed South Indian women travelling more for self-discovery. We read that early and cast four South Indian actresses: Hebah Patel (luxury and fashion), Gehna Sippy (culture and culinary), Kathy Davison (calm and wellness), Rashi Singh (adventure and safety).
+22%
YOY growth in South Indian female arrivals
2×–3×
Average Length of Stay
+15pts
Leisure Share of Indian Arrivals
Zambia Tourism Authority
OTM Mumbai 2026
A first-time entrant can't out-spend. It has to out-experience. Immersive multi-layered kiosk, VR Victoria Falls, live Zambian cultural dancers, private trade cabin for dignitaries, influencer visits from Dheeraj Dhoopar, Vinny Arora and Lavina Israni. Awareness and trade, in one move.
Award
Most Promising Destination on debut
500+
qualified trade connections
3 days
on the floor
Costa Cruises
#NamasteFromCosta
Zero awareness in a market that had never experienced international cruising. We launched #NamasteFromCosta with 40+ creators across luxury, family, mom-blogging and solo travel cohorts, fusing global luxury with Indian hospitality, flagged by India's Union Shipping Minister and Italian dignitaries.
9,000+
qualified enquiries
$400K+
attributed sales
17M
reach
Resorts World Sentosa
“Go Bananas in Minion Land”
USS wanted to drive bookings from affluent travellers beyond India's metros. We built a regional creator campaign across ShareChat and Moj in 15 states, using PayU audience data to reach the right travellers through five top creators with a combined 26 million followers.
13.7M
reach
56.4M
views
+6.8%
lift in consideration
Saudi Tourism Authority x Akbar Travels
Mall Activation
Saudi was fixed in the Indian mind as a religious destination. We designed a 4-day immersive activation at Phoenix Marketcity: a Saudi-architecture kiosk, dual LED displays, a chroma photo booth and scratch-and-win mechanic. Perception shifted. Saudi entered India's leisure conversation.
400+
walk-in registrations
1,200+
e-visa enquiries
2.1M
radio campaign reach
Hong Kong Tourism Board x Esquire India x Ram Charan
Esquire Cover
HKTB wanted credibility in South India's luxury market without paying for a celebrity endorsement. We created an Esquire India cover story with Ram Charan at Rosewood Hong Kong, giving every partner something valuable while avoiding a traditional talent fee.
$2.5M
earned media value
~10X
ROI on HKTB investment
Resorts World Cruises
Maiden GCC Launch
A first-time market launch left no margin for a fragmented vendor list. Three audiences served in their own language at once, Indian expats, Arabic locals and international visitors, through 44 creators producing content in English, Hindi and Arabic, delivered together.
$2.3M
in sales
90M+
impressions
250K+
clicks
Singapore Tourism Board x DIVINE
“Saucy” Music Video
STB needed to stay culturally relevant to India's under-35 without running a tourism ad. We took the proposal to STB to underwrite DIVINE's “Saucy” for Gully Gang and led the destination integration across six of Singapore's own most iconic landmarks.
+21pts
youth-cohort Singapore travel affinity
50M+
Views
5.45%
ER
Access India's biggest
Cultural Voices
Spanning Bollywood, Regional Cinema, OTT, Hip-hop, Cricket, Comedy, Fashion, Food, Travel, Tech — from India's metros and Tier 2 & 3, to the GCC, UK & Europe, Southeast Asia, Russia & CIS, West & South Africa.
5,000+
creators and celebs
62.3% average authentic-audience score across markets
How we move Indian Audiences
Influencer & Celebrity Marketing
We put your destination in front of the voices India already trusts, not just the ones with the biggest following.
Branded Content & IP
We build original films, shows and music integrations that make your destination part of the culture, not an ad break in it.
Experiential Marketing
We design activations and trade show experiences that turn a simple walk-by into a genuine booking conversation.
Fam Trips & PR
We get the right creators and press on the ground, then turn everything they see into stories all of India ends up sharing.
Here's what our clients say
The Infrastructure behind every campaign
Data Partners
Platform Partners
Production & Culture Partners
Research & insights from the field
Issue 01 · May 2026
The Indian Outbound Inspiration Report 2026
A primary research study of 4,200 Indian outbound-eligible travellers across 12 cities, investigating what actually drives destination consideration,
booking intent, and brand preference in the world's fastest-growing outbound market.
booking intent, and brand preference in the world's fastest-growing outbound market.
67%
of respondents cite inspiration as primary trigger
4,200
verified respondents across 12 cities
4.2×
creator vs paid ad booking attribution
What's inside
-
The 6 drivers of Indian outbound consideration -
Channel rankings: where inspiration actually comes from
-
7 Indian outbound traveller cohort portraits
-
The T1 / T2 / T3 inspiration divide
-
Inspiration-to-booking journey & 3 critical drop-off points
-
8 strategic recommendations for NTOs & travel brands
Recognised. Repeatedly.
Three industry awards across marketing impact, professional achievement, and AI in marketing.
India Business Awards 2025
Most impactful full-service marketing agency in 2025
Brand Impact Award 2024
Outstanding professional achievement and contribution towards nation building
Asia Leadership Award 2024
Best use of AI in marketing
A leadership that moves the needle
Sanket Bolinjkar
Founder and CEO
Katrina Bolinjkar
Director - Data & Insights
Jason Dias
Director - Artist & Celebrity
Kaustubh Shetye
Director - Creative & Ops
Answered, before you ask.
What does Mélange Digital specialise in?
We are a travel and tourism marketing agency specialising in creator-led campaigns, influencer strategy, performance marketing, brand positioning, and primary research. Our clients include National Tourism Organisations, hospitality brands, and travel platforms looking to reach the Indian outbound market and beyond.
How long does a typical campaign take from brief to launch?
It depends on the scope. A focused influencer campaign can go from brief to live in 3–4 weeks. A full brand strategy engagement or multi-market campaign typically runs 6–12 weeks. We'll give you a clear timeline at the proposal stage so there are no surprises.
Do you work with clients outside of India?
Yes. We are headquartered across London, Mumbai, and Singapore and work with clients globally. Our core expertise is in reaching Indian audiences, whether you're a tourism board in Southeast Asia, the Middle East, or Europe, we can build and execute your India market strategy end to end.
What is the Indian Outbound Inspiration Report?
It's our flagship primary research publication, a study of 4,200 Indian outbound-eligible travellers across 12 cities investigating what actually drives destination consideration and booking. It's free to access. Fill in the form in the Research section above and you'll have the full report instantly.
How do you measure campaign success?
We align on KPIs at the brief stage, reach, engagement, website traffic, lead generation, or booking attribution depending on your goals. We report transparently against those metrics throughout the campaign, not just at the end. For long-term brand campaigns, we advocate measuring attribution at the 18-month horizon, not just the standard 90-day window.
How do I get started with Mélange Digital?
Hit the 'Let's Collaborate' button at the top of the page or head to our Contact form. Tell us about your brand, your market, and your goals, and we'll come back to you within 48 hours with an initial point of view.
The report tourism boards
keep asking us for
We surveyed 4,200 Indian outbound-eligible travellers across 12 cities to find out what actually triggers a destination decision. Download the India Outbound Inspiration Report 2026 for free.
What you get:
The full India Outbound Inspiration Report 2026: 4,200 respondents, 12 cities, T1 through T3
Which inspiration channels move Indian travellers to consider new destinations
Which of the six Indian traveller cohorts is most likely to choose your destination
A follow-up from the Melange team if you want to talk through the implications
hello@melangedigital.co
+91 93725 67722