Case Study

Make In India Week

5

THE CHALLENGE
Since its high decibel launch in September 2014, the Prime Minister's 'Make in India' programme continued to be the centrepiece of the government's wider set of nation-building initiatives. The programme seeks to transform India into a global manufacturing powerhouse. With the vision of empowering Indians by creating job opportunities, the campaign is the Prime Minister's ingenious formula to position India as the engine of Asia's next growth story.

However, as the programme entered its second year, dipping industrial production growth and dented investor sentiment had cast a shadow of doubt on the effectiveness of Make in India. Opinions were divided on whether the programme would create millions of jobs in an under-employed nation, jumpstart consumption, make India an integral part of the global supply chain, and lead the country to the path of double-digit growth. The challenge was to revive business sentiment and emphasize that Make in India was not just an inspiring slogan.

THE IDEA
A strategy to rekindle a renewed sense of pride in Indian industry was devised, at the heart of which was the Make in India Week (MIIW), a flagship event under the overarching program Make in India, to showcase the people, policies and partnerships that are driving India’s new manufacturing revolution. Conceptualized as a platform where global business leaders, think tanks, policy makers, diplomats and political leaders could come together, the Week was designed to create avenues for showcasing, connecting and collaborating for manufacturing in India.

To position MIIW differently from the clutter of investment summits that typically focussed only on closing more business deals and MoUs, the MIIW core team comprising of government representatives, creative agency, media agency and partnering industry association focussed on creating uniqueness around the event. The core idea was to add more dimensions to MIIW, as it was not just a platform for partnerships and business deals but also the biggest showcase of people and policies powering India's new manufacturing revolution. With this guiding principle a week-long calendar, set against the vibrant backdrop of India’s commercial capital Mumbai was carefully crafted to offer unprecedented access, insights and opportunities to connect and collaborate with India and global industry leaders/visionaries, academicians, central and state administrations.

MIIW was conceptualized as the solution to revive confidence in India’s manufacturing capabilities amongst potential partners abroad, the business community and citizens, and to recreate India's success at Hannover Messe 2015 back home. 'Make in India 2.0' was an integrated campaign of unprecedented scale - a grand confluence of industry leaders, policymakers, diplomats and academia which included public relations, advertising, digital, social and outdoor media and even crisis communication (a massive fire gutted the Week’s showpiece cultural night).

THE IMPACT
Scripting a triumphant tale of revival, India`s biggest manufacturing promotional till date at home - the Make in India Week - saw the participation of over 8 lakh visitors, 102 countries and concluded with investment commitments of over USD 220 billion while garnering extensive visibility across geographies.
The campaign resulted in over 10,000 news articles, extensive coverage in target markets around the world leading to a reach of over 34,000 million and double official website traffic.

Awards won - 3

Sabre South Asia Awards 2016


  • DIAMOND SABRE in Superior Achievement in Brand Building


E4M IPRCCA Awards 2016

  • GOLD Award in Integrated Campaign category

  • BRONZE Award in Corporate & Public – Public Sector category