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Make in India

Insight ≥ In 2013, India’s growth rate had fallen to its lowest level in a decade. In 2014, th e Government responded with an ambitious plan: a major national program designed to facilitate foreign investment and transform India into a major global manufacturing hub. This required an equally ambitious brand strategy. Instead of an ad campaign, we decided to create a multi-layered program that could (a) inspire confidence in India’s manufacturing capabilities; (b) make vital technical information available; and (c) update audiences frequently about opportunities and reforms.

A small multi-disciplinary team consisting of strategists, experience designers, journalists, economists and social media experts were selected for this formidable task.

First, we worked on the inspirational elements. The clichéd phrase ‘Made in India’ was deftly transformed into a powerful call to action reflective of modern India – ‘Make in India’. For the iconography, we turned to India’s national emblem for inspiration. The prowling lion stands for strength, courage, tenacity and wisdom – values that are every bit as Indian today as they have ever been. Next, we created a platform that would help spread the message globally: a world-class brand experience was developed and the program was officially launched by the Prime Minister in an event that was orchestrated to perfection. The result: Make in India trended worldwide for one hour on the day of the launch.

THE MOST PHOTOGRAPHED INSTALLATION AT HANNOVER MESSE 2015. THIS MAKE IN INDIA LION WAS GIFTED TO THE CITY OF HANNOVER BY INDIA’S PRIME MINISTER NARENDRA MODI.
Make in India/Hannover

In April 2015, India took centre stage as partner country at Hannover Messe, Germany, the world’s largest industrial fair. Our mission was to make India’s presence felt. We took over the city of Hannover and made sure the lion was impossible to miss. Starting with buses, trains, trams, billboards and digital screens across airports in Berlin, Frankfurt and Munich, and moving to ubiquitous branding across all parts of Hannover. We also designed a state-of-the-art India pavilion in partnership with the best architect- ural companies from India and Germany. Rooted in India’s profound traditions, the pavilion was a showcase of India’s manufacturing capabilities across core sectors of the Indian economy through larger than life graphics, art installations and events. The huge success of this participation led to a positive image change and a stronger partnership between India and Germany.

PRIME MINISTER MODI WITH GERMAN CHANCELLOR ANGELA MERKEL AT THE MAKE IN INDIA PAVILION, HANNOVER MESSE 2015.
PLANNED AND EXECUTED BY US DOWN TO THE SMALLEST DETAIL, INDIA AT THE HANNOVER MESSE 2015 WAS LAUDED AS ONE OF THE BEST ’PARTNER COUNTRY’ PARTICIPATIONS IN THE MESSE’S HISTORY.
THE SMART CITY IMMERSIVE MODEL, A GLASS AND LIGHT INSTALLATION WAS BASED ON THE BLUEPRINT OF THE DHOLERA SPECIAL INVESTMENT REGION (SIR), GUJARAT. THIS INSTALLATION PROVIDED A 24-HOUR CYCLE OF A SMART CITY, DEPICTING AN INTEGRATED APPROACH TO IMPROVE ECONOMY, GOVERNANCE AND EFFICIENCY.
A REVOLVING MODEL CRAFTED IN WOOD PROUDLY SHOWCASED INDIA’S BIGGEST PLANNED URBANISATION INITIATIVE IN RECENT TIMES – 100 SMART CITIES, PLANNED ALONGSIDE NEW INDUSTRIAL CORRIDORS AND A DEDICATED FREIGHT CORRIDOR.
HANNOVER CITY TAKE-OVER AND GERMAN AIRPORT BRANDING COVERED ALL ENTRY AND EXIT POINTS WITH SITE SPECIFIC MAKE IN INDIA MESSAGING. INSTALLATIONS OF SECTOR-SPECIFIC LIONS WERE ALSO PLACED ACROSS THE MESSE GROUNDS.
HANNOVER CITY TAKE-OVER AND GERMAN AIRPORT BRANDING COVERED ALL ENTRY AND EXIT POINTS WITH SITE SPECIFIC MAKE IN INDIA MESSAGING. INSTALLATIONS OF SECTOR-SPECIFIC LIONS WERE ALSO PLACED ACROSS THE MESSE GROUNDS.
HANNOVER CITY TAKE-OVER AND GERMAN AIRPORT BRANDING COVERED ALL ENTRY AND EXIT POINTS WITH SITE SPECIFIC MAKE IN INDIA MESSAGING. INSTALLATIONS OF SECTOR-SPECIFIC LIONS WERE ALSO PLACED ACROSS THE MESSE GROUNDS.
Make in India Week, Mumbai

Much like the earlier Incredible India city takeovers, this was another example of our signature approach to national brand-building. The Make in India Week, a 5-day event hosted in Mumbai, showcased the potential of design, innovation and sustainability across India’s key focus sectors through a series of outreach initiatives. From industry leaders, policymakers and entrepreneurs to government officials, academics and the press, the world’s finest minds converged during the Make in India Week and deliberated on key policies, practices and reforms that can facilitate a progressive industrial environment. The event was focused around a 2.5 million sq. ft. exhibition – the Make in India Centre, that showcased innovative products and manufacturing processes developed across India. Built from the ground up at MMRDA Grounds, the official headquarters of Make in India Week was an avantgarde statement in design – merging traditional craft aesthetics with a futuristic vision. The iconic Make in India lions adorned the hall walls, representing each of India's key focus sectors; the nation's proudest economic achievements were displayed all around the Make in India Centre. The result: an impressive structure that distilled India’s past, highlighted its present capabilities and projected its promising future.

A vibrant new energy spread across Mumbai during the Make in India Week. Iconic lion installations, street art and 150 events spread across Mumbai’s museums, galleries and theaters added an element of cultural buzz while lighting up the city.

THE INSPIRATION BEHIND THE 2.5 MILLION SQ. FT. MAKE IN INDIA CENTRE FAÇADE WAS JODHPUR’S FAMOUS RED SANDSTONE FILIGREE WORK, WHICH SEAMLESSLY BLENDED TRADITIONAL CRAFT WITH CONTEMPORARY DESIGN. SHOWN IN PICTURE – TWO GIGANTIC LED LION DISPLAYS AT THE MAIN ENTRANCE THAT ENGAGED THE PUBLIC BY RUNNING REAL TIME INFORMATION.
THE INSPIRATION BEHIND THE 2.5 MILLION SQ. FT. MAKE IN INDIA CENTRE FAÇADE WAS JODHPUR’S FAMOUS RED SANDSTONE FILIGREE WORK, WHICH SEAMLESSLY BLENDED TRADITIONAL CRAFT WITH CONTEMPORARY DESIGN. SHOWN IN PICTURE – TWO GIGANTIC LED LION DISPLAYS AT THE MAIN ENTRANCE THAT ENGAGED THE PUBLIC BY RUNNING REAL TIME INFORMATION.
AUTOMOBILE LION INSTALLATION: CHHATRAPATI SHIVAJI TERMINUS, MUMBAI
A 20FT. INSTALLATION AT HAJI ALI, MUMBAI
LARGE SECTOR SPECIFIC INFOGRAPHICS ADORNED THE EXHIBITION HALLS – IT WAS ALL ABOUT MERGING ART AND DATA, INSPIRATION AND INFORMATION.
LARGE SECTOR SPECIFIC INFOGRAPHICS ADORNED THE EXHIBITION HALLS – IT WAS ALL ABOUT MERGING ART AND DATA, INSPIRATION AND INFORMATION.
WE SAW MUMBAI’S STREETS AND SUBWAYS AS THE PERFECT CANVAS FOR US TO DISPLAY COMPELLING FACTS ABOUT INDIA’S MAJOR ECONOMIC FEATS.
THE FLAGSHIP MAKE IN INDIA WEEK WAS THE LARGEST MANUFACTURING EVENT INDIA HAD EVER SEEN. THE WEEK GARNERED LARGE-SCALE INVESTMENT COMMITMENTS FROM AROUND THE WORLD, GALVANISING THE CALL TO MAKE INDIA, THE WORLD’S MOST PREFERRED MANUFACTURING DESTINATION.
Social Media
MAKE IN INDIA’S SOCIAL WAS USED AS A MOUTHPIECE FOR THE INITIATIVE – FROM BREAKING DOWN HARD-TO-DIGEST FACTS TO DISSEMINATING INFORMATION. LIVE COVERAGE FROM EVENTS FEATURING MINISTRIES, INDUSTRY EXPERTS AND THOUGHT LEADERS GAVE INSIGHT INTO THE WAYS AND WORKINGS OF THE INITIATIVE. THE RESULT: A HUGELY SUCCESSFUL OUTREACH CHANNEL.
Pop Culture
AS SOON AS IT WAS LAUNCHED, MAKE IN INDIA WAS EMBRACED BY THE FORCES OF GLOBAL POPULAR CULTURE – THE LION STARTED POPPING UP ON APPAREL, PACKAGING, CARTOON STRIPS, MAGAZINE COVERS, SME ADVERTISEMENTS AND ALL KINDS OF MERCHANDISE. THE DEFINING POP CULTURE MOMENT WAS THE SHOWSTOPPING APPEARANCE OF A GIANT STEEL LION AT THE REPUBLIC DAY 2015 PARADE. FITTINGLY, IT WAS IN THE PRESENCE OF YET ANOTHER ICON OF CONTEMPORARY CULTURE – PRESIDENT BARACK OBAMA.

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