IIPM Best B-school
Brand: India Shining
Agency: Grey Worldwide
What began as a goodwill campaign transcended into a full-fledged election slogan. And while India Shining was unable to pull off an electoral win for the then ruling BJP; it nevertheless worked its magic on its original target audiences viz. the global community. India’s image as a land of snake charmers & elephants changed forever, thanks to that one campaign. TAM reports suggest that the Rs.500 crore campaign was aired 9,472 times on TV in December and January, next only to ads for the government’s polio campaign.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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