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
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
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