In response to India's slowing growth rate in 2013, the government initiated the Make in India program in 2014 to boost foreign investment and establish the country as a global manufacturing hub. The program transformed the clichéd phrase "Made in India" into a powerful call to action, symbolized by the prowling lion from India’s national emblem. Wieden+Kennedy partnered with the Government of India to launch this nationwide movement.
Make In India Week in February 2016 showcased India's manufacturing potential through design, innovation, and sustainability initiatives in Mumbai. The event attracted global industry leaders and resulted in substantial investment commitments, solidifying India's position as a top manufacturing destination.