Some of the core values that Brand India stands for are vibrancy, a unique and diverse culture and what I would like to call the exotic.

Brand India symbolises a vibrant nation with a growing economy, offering huge opportunities and possibilities. This gives India significant brand equity on a global scale. Also, we are a nation with a huge population of young people eager to seek newer and more exciting opportunities and responsibilities. India is also the world’s largest democracy, which gives us credibility and influence on the global stage.

A unique culture also defines Brand India. Though tempered by diversity, it is rich and unique in an inimitable way, defined as it is by an ancient heritage and a civilisation, which is more than 5,000 years old. This diversity actually adds more colour and vitality to our composite culture.

Brand India also portrays the image of the Exotic — in our food, attire and handicrafts; India is also known for its exotic locales. And even as we are moving towards a modern and industrialised way of living, the Exotic in our brand equity should always be kept alive and should be a key component to what Brand India stands for.

The Indian youth today has global aspirations; they are very aware of the various global trends. Whether it is global brands, entertainment options or international issues, India’s young people like to stay ahead of the curve. This I believe is the most important driver for Brand India. Add to this the skills and competencies that are displayed by Indians across various sectors and industries, and we have a potent mix to drive Brand India.

In the times to come, I foresee the Indian youth taking the lead in etching out a new and exciting growth story for the nation. Along with this I believe that rural India will also come to the fore. In the future, with the increasing purchasing power, rural India will be an important driver in defining Brand India.

With regard to my own industry, I believe that while cinema is the mainstay of the entertainment matrix in India, there still is a huge gap when it comes to meeting the demand in this segment. There are huge opportunities in this sector simply waiting to be explored. Cinema tries to fill this gap by providing entertainment options but I believe that Indians are ready to taste newer entertainment formats, whether these are fine dining options, fashion sports or gaming. Coupled with this readymade appetite and the growing spending power of the youth and the middle class, the Indian entertainment industry will only grow to greater heights in a growing economy.

In the context of the industry, Indian films will remain a favourite with audiences simply because Indians love their movies — it is a way of life here. We have a huge movie industry and we produce our own content; that is a huge advantage. It is also great that many Bollywood projects are hiring world class talent and technicians these days. This trend is only going to get bigger and we can look forward to more movies out of Bollywood, which will showcase capabilities comparable with the best in world cinema.

- Ajay Bijli