By Jaisurya Das
By Jaisurya Das
For more reason than one, I am convinced many of us do not believe in our own country; India for more reason than one. I write this today, not because I’m overly patriotic but someone has to say what must be said..!
I was quite appalled by the absence of any focussed activity on branding India. Yes i know, the tourism ministry and departments of tourism at most states have campaigns going all the time, but is this branding India? Is it changing the way we look at our country? Is it making our children sit up and realise that this country has much to offer than meets the eye?
Am afraid the answer is a feeble no! Patriotism starts at home, or so I believe. Yet I haven’t seen a single house displaying the Tricolour outside their door. I wonder at times if, it is the Indian Flag Code that prevents most of us from doing so, or is it sheer indifference ?
The Flag Code specifies an exhaustive code of conduct and rightly so. Our National Flag needs all the respect that it can get, however it’s important to also allow citizens to use it more liberally, without disrespecting it. And this is more than workable. The whole world does it and effectively too.
Let’s look at the Stars and Stripes or the Union Jack for that matter. There is no disrespect ever shown to them and yet it’s plastered over their Countries and Continents. In fact their reach extends to many countries including ours, one way or the other.
I am pretty much a traitor wearing the ‘stars and stripes’ on my boxers but do I have a choice?
I would gladly buy boxers which brand my country but alas, that is not to be! We have the flag code and then the Indian Stamp Act and so on…..
Why does it matter how it’s displayed ? After all, it’s only someone who’s genuinely interested who will take the trouble. Let it free, Let it fly, Let it go… Only then will you see it blossom.
The more closely held, the less it will prosper.
Brand India cannot be built with restraint.
Brand India needs focussed attention, innovative thinking, lateral strategy and much more..
I sincerely hope the PMO sees this. While our international image is certainly peaking thanks to our  PM being omnipresent every inch of the globe, it’s also important to have this emotion within our own country!
A few questions that are nagging and yet remain unanswered for me:
Why is it that we don’t talk about our own country on social media ? If at all, it’s all about what we don’t do right.
Why don’t the citizens of India feel proud enough to post all the good news from our country, or isn’t there any ?
Why can’t all of us have the Tricolour displayed proudly outside our homes, offices, shops ?
Why can’t I buy a tee that has my own National Flag on it ?
Will wearing it make it less respectable ? I don’t think so. Its just that the Flag Code was written decades before branding and subliminal communication came into being.
Why can’t I have my car sport the Tricolour? Or will it continue to be reserved for the powers that be?
Why can’t my children be told how good their country is ? Why is it that educational institution’s counsel them only about higher studies abroad ?
We complain about dirty cities and towns and yet we don’t bother about doing anything to make it better ? And if there is an initiative such, its only ridiculed as a publicity stunt !
Why, this double standard ?
It’s not enough to have the PM being the country’s brand ambassador. Brand India must take birth and within each one of us. There is no other way.
Is it a herculean task ? No, it’s not. All it needs is to have a passionate and patriotic Brand Director to conceptualise the entire process and oversee it, with the help of the Government and agencies.
Nothing is impossible once we set our mind to it, and yet that’s the toughest part. Believe me, brand building is significantly easier than having to convince our own brethren.
We must believe, trust and love to make it happen.
Brand India; Your Time Has Come.
Jai Hind
Jaisurya Das, maverick and media evangelist and Contributing Editor, MxMIndia, eats, sleeps and makes love to brands. His consulting interventions are aimed at making brands powerful and sustainable. The views expressed here are his own.