| Brand India - Through the media's eyes |
| BS Reporter / Hyderabad November 26, 2006 |
| What is brand India? It is a different thing to different people, if we go by the speakers at a media conclave hosted by the Media Club at the Indian School of Business (ISB). While Ajit Rangnekar, deputy dean of ISB, described it as a totally private sector creation, Rajeev Sawhney, president of Reliance Entertainment, said that it was a myth, perpetuated by the media. Brand India, according to Sawhney, is an acronym of BBB - Bollywood, Bangalore and Bhatia (NRI making it good abroad). " Bollywood gossip has as much as 24% of newspaper coverage share and 31% of television pie. Three fourth of the international media reports outsourcing and fear of loss of jobs when it comes to India. The other fixation for the media are NRIs, whom I call the Bhatias. The latest fixation being Lakshmi Mittal, |
