‘Make in India’ Week binds big businesses, investors, industries and citizens in wave of optimism; show of strength attracts Rs 15.2 lakh crore in investment commitments, but how much of it will convert to actual business?
The Narendra Modi Government’s ambitious ‘Make in India’ drive, launched in September last year, makes a loud pitch to position India as a land of opportunity, which has the potential to become the next global manufacturing hub. And this campaign has seen a marketing blitz like never before from a showstopping exhibit at the Hannover Messe to the ‘Make in India’ Week held in Mumbai last week, which saw tremendous response with close to 9 lakh people in attendance. While it has become the Government’s pet slogan, predecessors to this, like the UPA government’s ‘India Shining’ campaign, have historically failed to make such an impact. The ‘Make in India’ Week in Mumbai did manage to make a huge splash. But the louder and larger the campaign gets, the more it runs the risk of over-promising and under-delivering. There has been very little actual change on the ground and key reforms like GST have not yet come through. Given all of this, maybe it’s time for more action and a little wait and watch.
(With inputs from ‘Logo to IMPACT’ on Bloomberg TV India)
What the M&E sector can do for ‘Make in India’
Brands tell their India story...
AMITABH KANT
Secretary, Department of Industrial Policy & Promotion, and driver of the Make in India initiative
Our focus is largely on innovation and design. Over a long period of time, India must develop a culture for manufacturing. People must see what India has done, and what India has achieved in the area of manufacturing. A lot has been achieved, but it is never talked about. For India to grow at a rapid rate over a three-decade period, Make in India can – and must – succeed.
THE OFFICIAL MAG
Condé Nast India associated with the Government of India’s Make in India Week in Mumbai and created the official ‘Make in India’ magazine, a special edition 200-page glossy, telling inspiring stories of entrepreneurs, companies and sunrise sectors across the nation
V SUNIL
Director, Motherland JV Pvt Ltd Creative Director, Make in India programme
(Quoted from the official Make in India magazine)
We created a brand that combined local resonance with global appeal. By replacing ‘Made’ with ‘Make’, an overworked phrase suddenly turned into a powerful slogan. We also needed a symbol that was historically relevant, but also modern and dynamic. The answer lay in the past – the Lions and Chakra emblem of Ashoka, India’s ‘Emperor of Peace’. By adding a prowling movement to the lion and reinterpreting the chakra as mechanical gears, Brand India was reborn.
