'Incredible India' plans sector shift

India Brand Equity Foundation (IBEF) aims to focus on sector specific campaigns after the grand success of its $ 16 million umbrella campaign of 'Incredible India 60' last year.

IBEF has already worked with the India Health Care Federation to design a campaign to promote India as a destination for health-care tourism.

The film is ready and was launched at the health-care summit in Delhi last week, Jayant Bhuyan, chief executive officer(CEO) of IBEF told Business Standard.

It will target embassies of countries of the European Union, United States, and Japan.

As Indian health-care industry has talent and skills comparable to international standards, it only needs to be marketed well, said Bhuyan. Though the film does not promote any particular health care services provider, major players like Apollo will feature in the duration of the film.

This apart, IBEF has been working with the Tea Board trying to work out ways in which the Indian tea brand can be positioned in select markets of Europe. Efforts on similar lines are on with the Coffee Board as well, said Bhuyan.

"We are working with the Council for Leather Exports(CLE) to promote the Indian brand of leather goods like garments and shoes to be of premium quality. This will improve the perception of goods from the country", he said. The groundwork for the project is already complete, he added.

According to a recent perception study conducted by IBEF in a host of European countries including Italy as well as the US, these markets had an overall positive impression of Indian leather.

That India has the capability to deliver quality goods in this segment would need some more persuasion, said Bhuyan.

IBEF was offering consulting services to Marine Products Export Development Authority (MPEDA) to help it devise the art of participation in international shows. Work was on for some months.

To top these different sectoral campaigns, this ministry of commerce & CII agency has rolled out the 'India is the fastest growing free market democracy' campaign, with focus on the India growth over the next decade.