Atihi devo bhav... (Treat Guest as a god)...
One classical fashion tune in morning raga resounds...After series of frames...Which covers illustrious India...Imaginative India...
INCREDIBLE INDIA is initiative by Govt of India promoting INDIA as tourist destination. And no wonder I saw it many times on DISCOVERY TRAVEL & LIVING.
Advertisement showcases cultural richness of India which includes breathtaking destination, famed food and aestheticism of art. Nothing else can be spoken about onscreen presentation but ..
Advertisement stimulated so many thoughts in my mind, that I felt this ad has very deep reach and deep message .Every time I see it, deeper it make me think.
And I put forward what possibly we can make out of this ad.
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Yes its time to make INDIA as brand.
Well after all what's brand?
Its business basic. You have product to attract the masses, but how to reach to audience? Simple, market it.
Sooner you realize, there is abundance of competitors. How to make yourself loud? Where is distinction from others?
Answer is BRAND it. Own brand and own that identity.
Brand Identity: TESTIMOINALS and INDIA STANDING
Think JAPAN, get electronics...Think Germany, get automobiles...Think Italy, get fashion, think DUBAI, think DUTY FREE (gold) shopping..
India? Known for Vedas? Ayurvedas? Khana? Gana (music)? IT? ITES?
Well proudly all of them make INDIA THE NATION.
More so distinctively India possesses richness in culture and spiritualism.
Modern India serves intelligence to entire world for all type of needs. Its IT, MEDICINE, MANAGEMENT, TECHNOLOGY, ENTERTAINTMENT... list goes on.
But you have to have ONE UNIQUE identity...we all know it. One caption carry brand...It's that uniqueness we want.
That's where branding INDIA comes. Having something is different and using it is different.
But India can offer so much that they have to present it in most effective manner. So for that, we will have to make it UNIFORM yet DISTINCT presentation to Globe.
INDIA: as a product?
One will ask when it comes to branding. Is it Consumer product?
Well. Gone are the days when monk-like philosophy would teach us There must be more to life than having everything!.
Today everybody has its own definition of NEED...and we have to just present it to them. Remember GOOGLE!
Branding INDIA will surely bring vision and world will have look up to India.
We will form strong economy once we ll make brand India BIG.
Investment, tourism, EX-IM all will get boosting.
BRAND MADE...WHAT NEXT?
Well, market it now.
What about the product though?
They say marketing is inventing cures to which there is no disease. But When you are promoting country, This won't work.
For that matter, anywhere product has to be of QUALITY.
INDIA-BRANDING ALREADY
Talk about Indian business brands and their identity and they are making nation proud on global stage.
Talk IT, talk WIPRO, INFOSYS, Talk medicine, talk RANBAXY, TATA is everywhere from TEA to TRUCKS .Talk automobiles, talk HERO AND MARUTI. So not only they made strides into foreign markets but are bringing brands like MICROSOFT and SUZUKI to India. Its global village all the way.
Opportunities are never lost; someone will take the one you miss.
Its big time that, India should build on this inception...INDIA INREDIBLE...
MALAYSIA, AUSTRALIA, SWITZERLAND are few to name who are making themselves as BRAND.
Administration and management :
Yes, We need to do it in most efficient manner. We have two most essential things available at hand.
MANPOWER: Being second largest country in terms of population, we can only make use of it.
Knowledge power: Biggest asset. We have largest pool of YOUNG, EDUCATED people. Talk IIT, IIM, and many more. Get them involved. Get them IMAGINATIVE, INSICIVE.
Political community should keep their own interest apart and work toward this. Formalities and burocracy should not be the blot.
FLIP SIDE :
INDIA SHINING: FAILED AND BURIED. Why?
Though we can boast of our BRANDS and GLOBAL TECHNOLOGY HUB, and ever growing MIDDLE CLASS, one can't ignore the fact that notable percent of people in INDIA still can't eat meal two times a day.
We have lot of poverty... illiteracy...so (so-called) socialists went shouting against this campaign because of these flip sides of INDIA.. But...
There is will, there is way.
But let's look ahead.
Each state has so much on offer as tourist destination. Make it LOUD.
In 2004, tourism brought INDIA INR 55 billion.Isnt that INCREDIBLE?
This money can surely go into rural development and we can only get better.
Biggest market tool: INTERNET:
E-WAY: EBAY way!
Market INDIA in IT way. Get one stop official (Run by GOVT) INDIA destination (PORTAL) on Web.
TRAVEL, HERITAGE, FOOD, CULTURE, TRADE...Make it E-COMMERCE way.
All processes of buying, reservation, trading, and currency exchange should be made convenient and E-WAY and INDIA can have 1000 of crores pouring in from such portal. Remember EBAY. It started to run such model in 95 in US and now it is in 130 countries. Why can't INDIA imitate it?
Nothing is stopping then.
follow your passion, and success will follow you.
Incredible India...done...
Back to AD campaign, this ad campaign provokes so much of thought process.
Its been far too long since we pat on back of ourselves when we realize how good we are at so many things...that's resource we have...make use of it..
INCREDIBLE INDIA :Tourism branding is initiative and it can only bring betterment to whole picture...India have to brand itself as One stop destination for all the things which we are good at.
And those are plenty.
FINAL COMMENTS
This ad is inception. We all Indians should work towards it and make nation India POWERFUL AND PROUD brand and Make INDIA IMMORTAL.
Young MP''S should make thing possible, beyond speeches and interviews. They can surely make young India involve here.
Let's MAKE INDIA BRAND, MAKE INDIA GRAND.
TRAVEL branding is inception, and thus this ministry has great opportunity but with responsibility.
From here can just move ahead, explore and exploit from here on in all possible fields in which we EXCEL.
IT,Auto,health,FMCG..there is everything to conquer.Lets start and move ahead.
LAST WORD:
Our Imagination is only the limit, to what we can hope to achieve.
Is anybody lending an ear?
Comment.
