Indian sucess story

The core message of the "India Everywhere" campaign, as its organizers called it, was simple: It presented the country as an attractive destination for foreign investment, as an emerging manufacturing hub and as a credible partner for world business. In addition, it highlighted the Indian government's policy reforms and showcased the country's cultural diversity, with the overall goal of helping Davos participants gain a deeper understanding of Indian people and markets.

The campaign was well timed and topical. The Indian success story had to be told to the world.

The Indian success story:

The fastest growing free-market democracy registered a growth rate of 8.2 per cent in 2004/05. According to Goldman Sachs, among Brazil, Russia, India and China, India will grow the fastest over the next 30 to 50 years by leveraging its demographic advantages and through continued development.

At its present rates of growth, the burgeoning market in the country "would be adding nearly one France every three and a half years and one Australia every year. Disposable incomes have multiplied five times between 1995 and 2005.

This has led to consumption levels increasing three-fold. Today, India's growing 400 million strong middle class is driving demand, competition and productivity like never before.

India is one of the fastest growing tourism economies in the world today. It is estimated to grow at 8.8 per cent over the next 10 years.

A diversified natural resource base, sound economic fundamentals and talented human resources make India an investment destination with an assured potential for attractive returns.

A solid foundation for growth is now in place: the programme of renewal, backed by successive governments, has increased the country's foreign reserves to an enviable US$ 143 billion.

From the established “default-choice” as the world's back-office, India has evolved into a low-cost base for a range of goods and services from steel to R&D.

India is fast developing into a manufacturing hub for global corporations wanting to leverage India's proven skills in product design, reconfiguration and customization with creativity, assured quality and value addition.

The question for CEOs the world over is no longer ‘should my company go to India ' but rather 'can my company afford not to be in India.’

Here is a video of a spiritual leader,Sadguru Jaggi Vasudev at WEF 2006.

http://www.indiaeverywhere.com/pressinfo.aspx

http://www.indiaeverywhere.com/pdf/VibrantDemocracy.pdf

http://www.indiaeverywhere.com/pdf/RobustEconomy.pdf

http://www.indiaeverywhere.com/pdf/CompetitiveIndustry.pdf

Media Coverage

The global media coverage for the INDIA EVERYWHERE initiative was unparalleled. The money spent on the Public Relations campaign was about $4 m and it generated media coverage worth more than $100m.

Financial Times, International Herald Tribune and Wall Street Journal brought out special India supplements as did Global Agenda, the magazine of the World Economic Forum Annual Meeting. India’s share of editorial voice, electronic and print alike, matched the size and ambition of the initiative.

The campaign was talked about in Indian as well as international media. Harvard Business School is doing a case study on the campaign which will be taught to MBA students.

There certainly was a buzz, and people acknowledged India and its initiatives in economic reforms.

Let me share a few snippets of what the media wrote and said about the campaign:

1. The world is taking interest in Indian food, fashion, music and religion because, as the University of Pennsylvania's Ayres says, ``You know a million and one stories about call centers and not nearly as much on what's uniquely Indian about India.''

2. At Davos on Thursday night, the high and mighty had a choice of events: a speech by U.N. Secretary General Kofi Annan or the popular annual jazz dinner. Not bad. But about 700 participants at this year's World Economic Forum gabfest opted for another venue at the Central Sporthotel in Davos Platz. The event? India's Republic Day celebration cocktail.

3. The trajectory of change and innovation in India holds out hope for the poor in India and other countries. At the end of the 90s, one couldn’t talk about globalization without generating negative reactions. That debate is over now and it has a lot to do with the fact that two billion people in India and China opted for this.

4. 10 paradigm shifts are taking place simultaneously in India. Outsourcing is a story of the past. We now want people to see India as a manufacturing base, as the youngest nation with fortunate future demographics.

5. Goldman contributed to the euphoria about India by projecting that its economy could grow in size by 50 times by 2050, which would make it the world's third-largest, after China and the United States.

6. The difference with earlier attempts to promote India was stark. This time, it was Bollywood music and spicy food, a clear signal that India needed to, and was, changing its act and presenting the modern face of the country.

For further details on media coverage :

http://www.indiaeverywhere.com/presscoverage.aspx

A leading Indian film actress and social activist, Shabana Azmi, with other delegates at WEF Davos 2006

Today I want to write about the tactics used to promote brand India at the World Economic Forum Davos 2006.

The PR campaign was executed to perfection.

No one visiting Switzerland between 25 – 29 January would be left in any doubt that India has chosen Davos as the venue for its coming-of-age party. Billboards in and around Zurich airport inform arriving delegates that India is the "fastest-growing free-market democracy." The other slogans, splashed everywhere from public transport buses to the venue of meetings were equally interesting. One could not miss the Indian slogans anywhere just as one could not miss the Indian presence.

The second tactic used was the Dream Team. India was represented by political and business leaders, youth leaders, and opinion makers and news makers from the spheres of media, culture and social sectors. The delegation comprised 115 members (largest ever to go to WEF). Senior representatives from the government included the finance minister P Chidambaram, commerce and industry minister Kamal Nath, and deputy chairman of Planning Commission Montek Singh Ahluwalia. They were accompanied by prominent Indian business leaders like ITC chairman YC Deveshwar, Reliance Industries chairman and MD Mukesh Ambani, and Infosys Technologies CEO, president & managing director Nandan Nilekani among others. The emphasis was to project a successful and global India. The target was to establish India as an eager nation willing to stand confidently at par with the rest of the world.

The third tactic was to position India as a cultural delight. This included a spirited India Day reception on January 26, a “Thank You Davos” party at Davos’ popular Kabana Club on January 27, and most importantly, the Gala Soiree at the Kongress Center– the finale night on January 28 -- where India was actually the cultural host to the world. Delectable Indian cuisine was prepared by expert chefs from the Taj Group of Hotels and select Indian wines complemented each other to create a lasting flavour of India.

The fourth tactic was an Art Exhibition. In keeping with India's established tradition of meeting violence with non violence and destruction with renewed creativity, Habiart Foundation exhibited about 50 art works by Indian artists emphasizing the theme of non violence. The fifth tactic used was a gift hamper. The gift hamper given to all WEF delegates included a CD with Ecomomy figures and other success stories, a pashmina shawl, an iPod with bollywood music.

'India Everywhere' has conjured up themes to win over all the five senses, literally. Democracy, Indian innovation, art, wine, food, dance and a grand finale befittingly called the ‘Davos India Party’, where India's renowned DJ Aqeel will concoct a heady mix at the Cabana Bar amongst complimentary Indian wines and cuisine.

The "India Everywhere" publicity campaign at Davos is an example of what Joseph Nye, a former U.S. assistant secretary of defense and Harvard University professor of international relations, calls "soft power," which he defines as "the ability to get what you want through attraction rather than through coercion."

It has been a long journey for India, traveling from the periphery of world affairs to the center of attention in 2006.

http://www.indiaeverywhere.com/Events.aspx
http://www.financialexpress.com/old/fe_archive_full_story.php?content_id=115343%20 http://www.businessweek.com/innovate/NussbaumOnDesign/archives/2006/01 india_and_innov.html
http://www.iht.com/articles/2006/01/26/bloomberg/sxmuk.php http://www.indiaeverywhere.com/home.aspx


Here is a video of Brand India WEF Davos 2006

How did India Brand itself?

Mr. Kamal Nath at the WEF Davos 2006

How did India brand itself at WEF Davos 2006? Before I delve into the subject let me explain briefly, how do you lend a brand to a nation?

First, it is evident that most national branding programs are aimed at foreigners--improving one nation's image in the eye of the rest of the world. Second, it is equally important to create programs that aim at that nation's own people, because on a long-term basis, a nation is perceived also through its individuals.

According to Simon Anholt in The Anholt-GfK Roper Nation Brands Index there are 6 dimensions of nation branding. They are Exports, Governance, Culture and Heritage, People, Tourism, Investment and Immigration.

The objectives of India Everywhere campaign were carefully woven around this 6 dimensions. India decided to brand itself as’ Fastest Growing Free Market Economy.’ ‘India Everywhere’ was built on three pillars:
• India’s vibrant democracy
• A large, growing market with its promise of assured returns for global investors
• “Incredible India”

India has long been known for the diversity of its culture, for the inclusiveness of its people and for the convenience of geography. Today, the world's largest democracy has come to the forefront as a global resource for industry in manufacturing and services.

Its a pool of technical skills, its base of an English-speaking populace with an increasing disposable income and its burgeoning market have all combined to enable India emerge as a viable partner to global industry.

(Quick facts about Indian success story)

This PR campaign was carefully thought out in theory and beautifully woven in practice at Davos in 2006. Probably the only dimension that was not touched upon directly was Immigration. So in order to position themselves what tactics were used by India?

Wait to hear about it………. For further detailed reading log on to…….


http://www.theideaworks.in/images/davos2006.pdf
http://www.gfkamerica.com/practice_areas/roper_pam/nbi_index/index.en.html/
http://www.sommelierindia.com/blog/2006/01/indian_wine_at_davos.html
http://www.ibef.org/artdisplay.aspx?cat_id=105&art_id=12073%20

Introduction

If you were passing through Zurich or any other Swiss airports in the last week of January, 2006 you would most likely hear somebody humming a Hindi song or be draped in an Indian pashmina shawl. India seemed to be everywhere at the annual meeting of the World Economic Forum in Davos.

‘India's showy debut called ‘Everywhere India’ at Davos 2006 is yet another sign that this newly confident country is ready to strut its stuff on the world stage,’wrote Business Week's Mumbai bureau chief Manjeet Kripalani.

The WEF’s annual meeting in Davos is the most important business event in the world where over 2000 global leaders congregate to shape global, regional & industry agenda and to find solutions to the global challenges.

A principal architect of the "India Everywhere" strategy was Ajay Khanna, chief executive of the India Brand Equity Foundation, a public-private partnership between the Indian government and some of the country's largest corporations.

Working with leading Indian public relations firm Genesis Burson-Marsteller, Khanna set out to ensure that India's message was heard and felt during the five-day meeting.
When people think of India they need not have elephants and huts in mind. Today, India with the world’s second largest population is one of the fastest growing economies.

In this blog, I will make an effort to understand a few basic questions.

Was there a need to build an image and why?
How did they build the brand? ( tactics used)
Was the campaign successful?

India Everywhere Campaign Davos 2006