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AdAsia 2011: How to make brand India shine out by 2020

Concluding session of day 1 focused on how companies and brands going global will help shape up the brand India in the next decade

BestMediaInfo Bureau | Delhi | November 2, 2011

The last session of the day one of AdAsia 2011 was talking about India 2020. The underlying theme was chart out the footprint to make India a truly global brand that is recognised all across in the coming decade. Though in the last decade one did see many Indian companies crossing the border and trying to spread their wings beyond the shores of India with the objective of having a global footprint. However, these still continue to be small in number. It is expected that in the coming times one will see more and more companies from India reach out to markets like US, Europe, Africa and South America, and in process each one will try to project India as a global brand.

Pankaj Ghemawat, Global Strategist, who was the moderator of the session pointed out that it would be unfair to count the IT companies in the same league as they were not going with a product in hand. He was also of the opinion that as the companies cross borders the product that they offer, their go to market strategy and their communication strategy should change depending on the kind of market it is.

Next up, Sanjay Kapoor, CEO, Bharti Airtel Limited. India & South Asia pointed out that there were many products that were born out of India even for the telecom market. Commenting about the same he said, “The concept of missed calls was born only in India, and so is the concept of lifetime validity and for that matter hello tunes.” It was never thought by either telecom companies or the music companies that hello tunes can be such a big property. Today, Airtel is the largest music company in India and this feat could be achieved only because of innovation. So for any company in India or the brands that plan to global will have to adapt themselves to the market and that is how they will be able to build a brand and also build brand India. He also hoped that in the near future companies will be able to build a better brand India than what it is today.

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