Often this makes me wonder, if its okay to use our country’s name commercially (and casually). Shouldn’t there be clear-cut guidelines laid down by ASCI or the government? India is not just another word after all. It’s our country’s name. And no brand should be allowed to get away with using it commercially…
As a contrast there are numerous examples of brands that have made similar references (to the country) without blatantly using the country’s name. And they’ve done it well.
Like Hero Honda – ‘desh ki dhadkan’, or Brooke Bond – ‘desh ka pyaala’, or the Alto commercial that said, “humaare desh ki choti choti sadkein…”
While on one hand, its great to see brand 'India' take a rightful, relevant or meaningful place in "Lead India", or "Teach India", or "Incredible India" - the India I'd want to see, its equally disturbing to see the nation's name tucked into a headline that has neither significance or relevance to India.
Think about it…
1 comment:
Hi Shyam
Its nice to read your blog - :)
My two cents thoughts:
I think - Weaving India in commercials has happened since ages. Though I believe, it might have really taken the center stage from 1991 when we opened doors for global markets.
Many Government aided campaigns – like “India Shining” “Padhega India to badhe ga India” has found space and sense of optimism not only in the minds of Indian but even foreign investors. And not to mention the growing media share for the Indian economy and business.
The shift from “Imported Product” from “Foreign products Made for Indians” is happening ( Nokia 1100 is the best example). The change is quiet fascinating; Indian consumers were never given this importance, ever. Today, they are treated (if not greater) at par with global consumers.
Indian brand’s globally is getting more recognized ( for eg. Tata’s take over of Jaguar and Rolls Royce, Reliance collaborating with Steven Spielberg and lots more ) also adds to the pie
This powerful and workable positioning of weaving India for commercial use is here to stay - Indian Tourism aptly calls this phenomenon – INCREDIBLE INDIA!
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