Special Chief Secretary for Tourism, Government of Andhra Pradesh, Chandana Khan suggested that the two countries should focus on enhancing cultural exchange and people to people ties before focusing on trade. She said that “friendly ties should be the foundation to improved relations between the two countries to long-term benefits”.

India’s image has transformed drastically in the last decade from an aid recipient nation to a global power, experts say. The shift in this image is not merely a result of economic growth figures alone — it has resulted from a carefully managed “image campaign” that the Indian government has invested in.

Brand India is the name of the organisation that since the late 1990's has been tasked with convincing international corporations and heads of state that they should invest in new, modern India. In return for their investment, they get, among other things, access to cheap, well-educated labour.

In good promotion and marketing, including "soft power" projection, the starting point is the nature of the product itself...China now devotes increased resources to promotion – the rapid overseas expansion of CCTV is one example. But resources will not be effective unless they are integrated with the product.

Michael Pellietier, minister-counsellor for public affairs and public diplomacy at the US embassy at New Delhi, said that the American Corner was the first one in Uttar Pradesh, and the main idea behind establishing it was to "make resources available to cities where we have embassies".

With an intention to promote American studies in India and strengthening Indo-US relations, American corner and American Studies Curriculum (ASC) was launched in Isabella Thoburn (IT) College on Monday. The launch of two will help students in Lucknow to have a better understanding of the uniqueness of American culture.

One would have thought that after that 1979 Bollywood breach of the Chinese market, Indian movies would have found slow but ready acceptance in that country. However, the next Bollywood film to make as massive an impact was the Aamir Khan starrer 3 Idiots, nearly 32 years later