In 2013, India’s growth rate had fallen to its lowest level in a decade. In 2014 the new government of Narendra Modi had a plan: a major national program designed to facilitate foreign investment and transform India into a major global manufacturing hub.
Instead of an ad campaign, we needed to build a comprehensive program, to inspire confidence in India’s manufacturing capabilities, structure technical information and update audiences constantly about opportunities and reforms.
We turned a clichéd phrase “Made in India” into a powerful call to action reflective of modern India. The Make in India initiative was born. For the icon, we turned to India’s national emblem for inspiration. The prowling lion stands for strength, courage, tenacity and wisdom—values that are every bit as Indian today as they have ever been. Today, the lion is an instantly recognizable the world over, as an emblem of India’s manufacturing prowess.
To see details and results, view the case study.