‘Incredible India’ is easier said than done. It’s time the Modi government took concrete steps to harness and exploit our rich heritage...In the new millennium, various governments and leaders including Prime Minister Narendra Modi have talked about India’s soft power. Yet, we have never really harnessed this strength.

For a guy who started out in advertising a couple of decades ago, it’s surprising he dismisses Cannes with a flick of his wrist. V Sunil, the man behind Motherland — known for its millennial-chic magazine — says, “It’s an encouragement if you win, but you take some pictures and you go home and unfortunately, nothing really changes. So when we started our company, we decided we are not going to get into that drama.” He’s launched movements like Incredible India and Make in India, and brands like Indigo and has seen the country itself go beyond campaigns to experiences.

A surprisingly effective ambassador for brand India, Bollywood – a colloquial term for Hindi cinema – has done more to seal cultural ties and build bridges around the world than international diplomacy ever could. It is not just the sentimental appeal of Hindi films, the adulation for the industry is bolstered by its stars who are hero-worshipped by legions of adoring fans worldwide on- and off-screen. Whatever they touch turns into gold; wherever they go.

The government needs to be more open, creative and clear in its communications with the wider world, instead of the conservative, secretive and dull methods that are currently the norm. [...] It’s needs a 21st century restatement of mission and objectives, and expansion of coverage to reach more audiences. It also needs a complete technical and content re-gig.

For their 2016 Best Countries report, Reibstein and his associates surveyed 16,200 business experts and ‘informed elites’ around the world and divided their findings into nine sub-rankings like adventure, quality of life, open for business, heritage, and cultural influence. India came in at No. 22 among 60 nations. 

In response to popular demand, the Embassy of India, Belgrade has launched a new website in Serbian language dedicated to the promotion of Brand India in Serbia. The website has been interlinked with Embassy’s other social media platforms like Facebook, Twitter and Mobile App. This follows from the launch of the first India-Serbia Business Forum on June 27, 2016 in Belgrade. 

The emphasis that Prime Minister Narendra Modi has laid on setting and revamping India’s foreign policy agenda is indeed laudable. In his foreign trips, there has been a constant focus on creating a perception around and effectively projecting ‘Brand India’. It is here that the importance of public diplomacy comes in.