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Manufacturing vision kicked-off after a full dress rehearsal

It was a dramatic start. On the screen, several wheels rolled…

Manufacturing vision kicked-off after a full dress rehearsal

It was a dramatic start. On the screen, several wheels rolled, and finally coalesce to form a lion, ready to roar. That was Prime Minister Narendra Modi?s call to global investors to ?Make in India? and get the Indian manufacturing story roaring.

But why the lion as a symbol of manufacturing prowess? ?Because it is derived from the Lion Capital of Ashoka, the greatest emperor of the Maurya dynasty. It is the most powerful and the strongest symbol of India,? said V Sunil, executive creative director of Wieden+Kennedy India, the creative agency behind the campaign.

The government had approached the agency with the mandate of inviting manufacturing companies and attracting investment and connecting the Ashoka Chakra to the development wheel reflects ?that Indian ambition?, he said.

The high-octane campaign, that has now enthralled global investors took almost two months to complete, amid ambitious and fast-paced policy changes, to showcase India?s strength to the world, and the government did it in style.

A short and crisp audio-visual was shown, sprinkled with statistical details and new initiatives, while the high point of the event was the bright colourful brochures that caught the attention of all those present for the launch.

Several diplomats and corporate executives could be seen making a beeline for the purple, red, and yellow brochures, aimed at showing the vibrancy and seriousness of the government to attract foreign investors for setting up bases in India.

The exact contours of Thursday?s campaign was finalised two weeks ago after several meetings. In military style, a rehearsal was done before kicking-off the event, to perfect the minutest of details.

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First published on: 26-09-2014 at 10:33 IST