Irrepressible Potential', 'Assimilative Adaptability' and 'Rootedness' are the three values that make Brand India what it is today, and are the three drivers that will unleash the world leader that India will be in the future.

A billion people, who wake up every day with ambition in their hearts and fire in their bellies to better their lot and make their tomorrow better than their today are the demographic that will really drive the often talked about dividend. They turn sheer numbers into realisable potential with their ambition and aspiration.

The 66 per cent population which is below the age of 33 is challenging the values of restraint and constraints that the previous generation believed in and is exploring options in every walk of life to create new solutions, consume new products and enter new territories which were hitherto considered impossible. This irrepressible potential is the virtuous cycle that fuels itself with every new achievement Brand India makes whether it's winning the World Cup or a global bid that puts us on the world map. Going forward, the concrete progress being made in support areas like infrastructure, education, public governance, etc., will further help eliminate the drags on this optimism and ambition.

The one unchanging value of India since its very existence has been its ability to assimilate the new that comes its way and adapt to the changing context. This is the strength that has helped India become the largest democracy, one of the oldest cultures still thriving and the “buzziest” nation that gives the world everything from Power Yoga to the Tata Nano. Whether it is the largest user of 'missed calls' on mobile phones or 60-year-old grandmoms using Skype to stay connected with their grandkids abroad, it has a way of sieving out what works for it from what the world has to offer. It adapts tradition to assimilate modernity to help its journey forward.

The third value and the key differentiator that makes India's growth and success story different from any other country in the world is its rootedness. This rootedness is what provides the clarity of purpose and helps Indian leaders, entrepreneurs, scientists and policymakers build sustainable growth models that are inclusive. As India progresses, it will be critical for it to retain this ability; to keep its feet firmly on the ground as it reaches for the stars and chases its dreams. This is what will help India skip some of the hard interim transition phases that many a developing countries have evolved through.

In the last 15 years, the Indian creative industry has grown by more than 18 per cent every year. It employs over two million people, and entertains and empowers more than 550 million Indians. The TV broadcasting value chain today attracts more than US$ 7 billion every year. Television is not just a source of entertainment for the half a billion people, who are full of ambition and dream of a better tomorrow; it is a window the world, to know the possibilities and is a key driving force of the consumption-led economy of India.

In a disaggregated and diverse country like India, where people are spread out over 5,200 towns and 600,000 villages, the Indian broadcast media is effectively the marketplace that connects businesses to over half a billion consumers. It has helped build India's largest brands. With the viewers permission to be a part of the family in their living room, it has the power to turn unknown national and international brands and entities into household names through the right strategy.

It is important for businesses to reach out to the Indian dreams and not only support them in their quest for the fulfillment of their potential but also show them global aspirations and where they could be tomorrow. Just as the media and the TV is the window to the world for every Indian, it is also the world's window to the vast Indian potential.

- Uday Shankar