They advertised India’s $35 dollar computer in Davos during the World Economic Forum 2012. The photo on The HIndu op-ed page came as an ‘eye-opener’ for me, in the sense that I didn’t realise our India-brand building specialists were capable of advertising abroad something that is not available off the shelf in India. Anyway, I don’t suppose anyone in Davos took up the computer maker on their bargain offer (of $35) .
The advertising agency involved in the ‘India Ingenious’ campaign may well be justified if they say they are in the business of marketing, not a product, but a perception. The product in reference – Aakash tablet computer - going by its status reports, is still very much a work in progress.
The photo credit: Ravinder Kaur, associate professor, Modern South Asian Studies, Copenhagen University, who took the photo to go with her article : Dazzling images do not a shining nation make. Notable among the points made by the author is that India, in mounting the image campaign through billboards, and promos . on city buses, cafes, streets and, even half-empty parking lots, of Davos, has had to compete with players such as Mexico, Thailand and Azerbaijan, for attracting foreign investment. China, they say, was conspicuous through its visual absence.