Projecting Brand India in Berlin |
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Published on: May 14, 2012 by Aparna Dutt Sharma, Chief Executive Officer, IBEF
Think technology, think engineering, think design and perfection.....which country would come to your mind- most probably Germany! And how would you think Germans perceive India. As IBEF prepared to plan the branding initiatives for the Curtain Raiser to the Days of India in Germany 2012-13 in Berlin, I happened to meet fellow Indians and Germans in Berlin! What followed were some interesting revelations - never mind the SAPs and Audis, BMWs operating in the Indian market, the German perception of Indian business, I was told, continued to be limited. |
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Whilst German prowess in design, technology and else is established, Indian talent and technologies have also reason over the years to let their achievements be better known like being the recipient of 19 Deming Medals, the highest recognition in manufacturing, outside of Japan. |
And the venue, the Indian Embassy at Berlin built in the construct of Jantar Mantar by a young German architect - inspired in me the Brand India showcase that I wanted to project for the event. Much akin to Jantar Mantar, the august Indian Mission built in red sandstone in Berlin, afforded an inner well of glass windows stretching over five storeys to paint the India business mosaic. Supported by a talented design team, the concept and ideas assumed form with a large picture being created holding aloft the changes defining India - the metro, the tall buildings driving the global knowledge centres, the Nano representative of the inflection point in global manufacturing and much more embedded with business messages.
| And as the German and Indian guests sauntered into the Embassy precincts finding their path through the inner well for the Curtain Raiser to the Days of India in Germany 2012-13 in Berlin, the picturesque mosaic of Brand India stood impacting in imagery....Brand India became the starting talk point of discussions. And as the Germans said of the Brand India mosaic- truly unique and unseen before...... I share with you some images of the IBEF initiative in Berlin. Let's unfurl Brand India in Germany as part of Days of India in Germany 2012-13.
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