In 2002, the government of India embarked upon a highly ambitious image campaign to create a new brand identity for the nation. The idea was to transform India into “a global brand, with worldwide brand recognition and strong brand equity” that will bring high end tourists and investors to the country. But how does one establish a unified image of a country like India? And how does cohere India’s image as an ancient civilization in a new globalised world? The policymakers and designers with faced with an “extremely difficult and complex (project) to establish a clear, precise identity for a multiproduct destination like India. India is a land of contrasts, a combination of tradition and modernity, a land that is at once mystical and mysterious. India is bigger than twenty-three countries of Europe put together and every single state of India has its own unique attractions.” During my fieldwork in Delhi, I was often reminded of these challenges by the advertising professionals who had been entrusted with the task of creating a “global identity without losing the essence of the nation.”
The result of this exercise was a campaign called ‘Incredible !ndia’ that attempted to re-visualize India in a contemporary context. The campaign was released in major foreign markets in both print and digital media, and in a very short time gained a high visibility and recognition with its distinctive ‘!’ logo mark. The most remarkable aspect of this campaign is that even though it was aimed at foreign markets, it has gained a far wider popular constituency among the Indians living in India as well as in diaspora. The seductive pictures and mocking, witty words have created a narrative of India that conveys a contemporary feel and global sensibility. The reason for its popularity precisely lies in the fact that this newly designed India can now be ‘shown’ and ‘seen’ in the outside world with pride.
In India’s recent history, this is the most expansive image making exercise that seeks to manufacture a global identity on one hand, and on the other, to subvert the identities given by the colonial powers. The distinctive ‘!’ has become a visual unifier and a sign of post-reform India that is recognized both at home and abroad.
Ravinder Kaur, PhD
Director, Centre of Global South Asian Studies
University of Copenhagen
Department of Cross-Cultural and Regional Studies
Ravinder Kaur is one of the organizers of the workshop Spectacle of Globality which is taking place 29-30 August 2012 at National Museum, Ny Vestergade 10, Copenhagen. The workshop which focuses on India’s makeover as a global power is a part of the research programme Nation in Motion and the first in a series of four international workshops organized within the programme.