India at Davos: Advertising the unavailable

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.

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