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Vibrant, solid and active India
Does the brand image of India as “incredible India” really work in today’s context?
Moulik, you are right. Incredible India does not work for India and its latent and new brand image. India today requires much more. What’s more, incredible India cuts both ways. Positive and negative.
From a pure current need perspective, the world wants to see India on the front foot. An India that performs is good for the world at large. The brand image of India is important on this count. India needs to not only perform, but needs to tell the whole world that it is performing. India has been a promise for a while. it’s time to fulfil and redeem this promise.
The brand image of a nation is vital to stoke and keep the investment tempo in the country alive and kicking. A vibrant, solid and active brand image of India is an imperative today. That is one of the reasons that I feel the ‘Incredible India’ brand campaign of the last decade has outlived its utility.
'Incredible India' is a tourism-centric brand initiative. India needs a brand campaign that embraces much more, a campaign that weaves for the world the imagery of India that is an inclusive performing giant. Brand campaigns have the ability to showcase business culture, sentiment and vigour of a country.
India is exhibiting an animal instinct and brute force in the space of the start-up ecosystem. Time to accompany this movement on the ground with an air cover of brand imagery that tells the world of investors abroad what India is really about.
Global majors who have invested in India today are, in many ways, still toe-hold investors testing the waters of India. A firm policy regime that shows consistency of economic thought, a bureaucracy that showcases itself as a facilitator and an enabler of good business practice is the need of the day.
As all this falls into place, we need a brand campaign that tells the entire story seamlessly.
Harish Bijoor is a brand strategy expert and CEO, Harish Bijoor Consults Inc. Mail your queries to cat.a.lyst@thehindu.co.in
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