Developing and Managing India’s Business Brand

client
India Brand Equity Foundation (IBEF), a public-private partnership between
the Ministry of Commerce & Industry, Govt. of India and the Confederation
of Indian Industry.
task
Create an identity for a structured information dissemination programme
targeted at overseas entrepreneurs and executives, investors, analysts,
multilateral financial institutions and corporations. The basic purpose was
to make people aware of the opportunities and changed business environment
in India. The challenges were threefold: first, to tackle the “snake charmers
and cows on the streets” pre-conceived notions; second, to break the stereotype
of the infamous Indian “red tape” and bureaucracy; and third, to establish
a modern identity, clearly distinct from the one projected by India Tourism’s
ongoing Incredible India promotion campaign.
statement to telling effect through what has come to be known as the India
Everywhere Campaign at Davos 2006, and has now become the subject
of a case study for the MBA class at Wharton Business School. India was Partner
Country at Hannover Messe 2006 after a gap of twenty years. This was marked
by the visit of the Indian Prime Minster and a summit meeting with the German
Chancellor. The concurrent India Everywhere campaign focused more on India’s
technology capabilities and related opportunities. 2007 is the India-Japan
Friendship Year. When the Indian Prime Minister visited Japan for the official
launch in December 2006, the India Everywhere campaign focused on the
substantive, value based friendship that the two countries shared and how
that put them in a unique position to co-create a better future for the world.
Having established the business brand across geographies in 2006, the focus
of India Everywhere has now shifted to Experience India.

solution
A powerful combination of simple, yet bold graphics in India colours and
a positioning statement that sought to break the perception with reflective
reality. The irregular and ascending formation of squares showed rapid growth,
the unbridled spirit of entrepreneurship and the synthesis of structure and
non-linearity that have come to characterise India’s democratic environment.

application
The business brand was used extensively over a wide range of communication
material: brochures, sectoral business reports, posters, print advertising,
outdoor advertising and multimedia presentations.

notable extensions
When Indian industry and the Government of India sought to make a big splash
at the 2006 Annual Meeting of the World Economic Forum at Davos, the brief
changed to using a logo with a human element that led to the design of the
new graphic which showed three human forms prepared to take a leap of faith
into the future. The new graphic was used with the existing positioning

Some of what you will see in the following pages is work done by Sudhir John Horo and Amit Shahi, Co-founders of theIdeaWorks while they were leading the team at Ambience Publicis Advertising, Delhi
Publications

Success Stories of MNCs in India

Publications

Sectoral Reports
Publications

Sectoral Reports
Publications

State Reports
Publications

State Reports
Print Collaterals

Exhibition Panels
India Everywhere 2006

India welcomes delegates to Davos 2006 at Zurich Airport

India Everywhere 2006

Brand India bus at Davos 2006

India Everywhere 2006

Davos 2006. Magazine advertisements and India souvenirs for delegates

India Everywhere 2006

Davos 2006. A retrospective published in The New York times of February 1