CEU eTD Collection D EFINING Department of International Relations and European Studies A ND In partial fulfillment of the requirements for the degree of Master of Arts of Master degree the for requirements of the fulfillment partial In T R HE Supervisor: Professor Thomas Fetzer EPUTATION N “N Central European University European Central ATION Syeda RadRahman EW Budapest, Hungary Budapest, May 31,2012 (17,135 words)(17,135 Submitted to ” B I By NDIA RANDING M ANAGEMENT IN : E LITES , P OVERTY CEU eTD Collection mesmerizing,long before a nation-branding campaign and deemed either of you so. magical, incredible, remaining and being, for India, to and Indian, nameless the you, years. is last odd of perception to dedicated the India over project twenty This something Bowl. Rice The at waiters and triplet the Cozy Corner, at Groverji friends, my to indebted am teachers, and Hindi hagglingin conversations maneuvering in skills with crucial the For auto-rickshaw project. this to and influential informative exceptionally was Himalayas drivers, Indian in the school in boarding years teenage and for being ableforcibly exiled from hadIndia, or toleavetoin either torealizetheir my order commercial Spending pursuits. were tell grandparents paternal when and maternal my Raj, I was British the from beingmovement swindled, I though several even family members were influential in conceptualizingthat and realizing theindependenceout found I when started India with My fascination developed. or realized been have never would in Bollywood myinterest whom without Neesa, and Hadidd Rasheed, years,four I I thankmy thankmy Hammad, parents. siblings Falak,Zariat, andcousins translations from Hindi to English were correct, I am indebted to Sreyasa Mainali. interests of Niharika Dinkar,Meher academic Varma, andRasheed double-checking Ahmed.my and For expertise the to grateful am I in India, advertising and poverty about youto for beingso helpful. sendingFor me and suggestions onwhattoread how to think Ihavehope you represented well in howyou expressed to me, yourselves and Iam indebted yourme hectic schedules amidst melives, work andintroduce your I private to spectacular movie and stars officials, who directors banking executives, tookthe timeinterview to with Kau advertising thenumerous KuberKaustubh government For Sharma. executives, and and stars continually invaluable providing on perspectives “keepingit real,” Ithank Prasheen Lodhia, Bollywood several of lives the contextualizing on insights and chaats, chai, advertising,in andyourBollywood, that arerepresented tourism, worlds pages. the these For Alter, and Rohan Gupta, Mehneer Sudan.Itwas yourinvaluable insightsonmusic, dance, and Gupta, Molona Tara Wati Kezia andLongchar, Aaron Chiku Yepthomi, Shibani and generousthe hospitality and the connections provided friends and bymyhosts good Kapil Kristina Grbich, Martin Romo and Sashi Kumar. My research in India was only possible with several drafts of my thesis. For the interest in my project and for your encouragement, I thank track. Additionally,I would like tothankJohn Harbord for taking the time toread through advisor, Thomas forFetzer, his invaluable with feedback this thesis, and in keeping me on remain significant insights tothe in any Iwouldfirstproject. and like foremost my tothank whoseprovided names by never sometimes makeitthose into thecontent of paper,they the a travel conduct to grant interviewsthe informing my inthesis inAprilIndia 2012. International andEuropeanStudiesRelations atCentral European University, whichgaveme Acknowledgments Finally, I want to thank the scores of nameless Indians who have shaped my shaped have who Indians nameless of scores the thank to want I Finally, call ofbeingFor the exceptional experience opportunity to India home given the for Whilst scope the of any is project influenced bymany andinsights conversations support of Department of the generous was madethe with This project possible 2 CEU eTD Collection communities. groups individualsof ithopes to affect its through efforts- alleviating India’simpoverished the marginalizing cost at the often elite, India’s of “realities” voices and the privileging manner of asmulti-faceted global stage tothe takes campaign branding nation India’s Because of industry, are privileged atall filmmaking of heavy costs. India’s the involvement brandingthrough marginalized. Indiaisatbest, Instead, attempts to sell image nation’s the incampaign in tosuggestthatthe underpinnings idealsorder India, and of poverty alleviating Atithi the of implications the examines critically paper This campaign. international Indiadoing so, hascreatedadomestic Devoh Atithi Bhavah campaign,its alongside order to provide more for nuanced and investments from commercial tourism foreigners. In position itself on globalthe stage as a means of improving India’s image and reputation,in Since the tourism slump to India after 9/11, IncredibleAbstract India was launched as an attempt to 3 CEU eTD Collection Bibliography...... 57 5. Conclusion...... 55 4. Attaining Izzat: A Tale ...... 46 of Reputation and Godliness 5 1. Introduction...... 3 ...... Abstract 2 Acknowledgments...... ofContents Table ...... 25 Incredible India: Projecting the“Real” andToneforBrandIndia Setting3. AVoice 2. Nation Branding: Theoretical Framework and Methodology...... 14 4.3 Conclusion 4.2 The Brand Ambassador as God The Background 4.1 1.3 Chapter Organization 1.2 Data Collection 1.1 Nation Branding, Incredible India, Atithi Devoh Bhavah 3.5. Conclusion: Representations of the “Real” Indian 3.4 Who is the Consumer? 3.3 Bollywood and Incredible India 3.2 Hierarchy and Otherness: Whose India is Being Sold? 3.1 Background of the Incredible India campaign 2.2. 19 Imagining Communities ...... in Nation branding 2.1 Defining Nation Branding within the Context of Globalization ...... 54 ...... 11 ...... 46 ...... 12 ...... 40 ...... 49 ...... 35 ...... 4 ...... 25 ...... 44 ...... 28 ...... 6 ...... 15 ...... CEU eTD Collection www.nytimes.com/2006/07/06/opinion/06mishra.html?pagewanted=all current wave youth,of futurethe of country,the are willing against towork trends of awareness of pitfallsthe in of leadershipprevious Indianthe and howgovernment, the triumphed“arrived.” and UN the this In event, endorsed attendees displayed shrewd self- India how truly Indian soil, has as on U.S. showcases territory classifiable technically madebeing toendure theblistering heat of a soccer-field sizedlawn in a space which is selected from a pool of 5000 applicants. heat, Bombay in the gathered youth the with lies country the of future the and confidence, of 23 increments. fifteen-minute of 26speakersspoke the of Indiahow has reachednewlevels journalists, celebrities, sports winemakers, and human activistsrights delivered speechesin development. More information can be found on 3 be found can information More economic fosters that development. environment an facilitating in role akey playing by business India’s promote to government organization which is industry-led and industry-managed. The primary goalof organizationthe is 2 1 “There is. . no denying many Indians theirconviction that the 21 BinDass. and Center, Information Consulate,the theU.S. United Nations between conjunction in Mumbai to attend the 2 youth agesof selected Indian between the 22 and attheUnited 30gathered StatesConsulate 1. Introduction meetingin breakfast strategize into India’s Davos (HolmesSwitzerland to entry 2006) hot, spiritualityis all therage.”- democracy is robust, yogaisglobalized,BombayDreams ran onBroadway, Bollywood is “The Indian economy is doing well. Yetwe were becoming theworld’s back office. Our Pankaj Mashra.States.” – elite notincreasinglythe news infects mediaandforeignpolicyestablishmentintheUnited Indian Centuryjust as the 20 Bindass is entertainmentan televisionchannel foryouth, and theUNIC serves India and Bhutan. non- anon-profit, is CII initiative. Davos the in involved heavily is Industry of Indian Confederation The Pankaj Mishra, “The Myth of the New India” in The “cream of this new India.” as several speakers identified the crowd as,were the crowd identified speakers asseveral newIndia.” “cream of this The On swelteringa hot, in Saturday afternoon April of 2012, agroup 200 carefully- 3 The conference lasted six hours and actors, politicians, fashion designers, politicians, actors, and hours six lasted conference The 1 th was American. The exuberant self-confidence of a tiny Indian nd Annual Changemakers’Young Conclave, arranged in Ajay Khanna, CEO of India a Foundation,Brand Equity at www.cii.org The New York Times, The New York 5 . (accessed 12January, 2012). published July 6, 2006. st century will bethe 2 CEU eTD Collection international and trade organizationsdevelopment includingthe United Nations, World is by communications practice that supported public fundingpolicy and by and encouraged with her striking “this comment, is puzzling since nation brandingis an applied in adds SueJansen thefieldmore research hasyet prominent. become statement to this to in“Year Ideas” issuethat branding nation wasamong the year’simportantideas, most 5 1.1 Nation Branding, Incredible India,AtithiDevoh Bhavah business.” Wemean Mahal. Taj andthe snakecharmers of more than a country know we’re to everyone of interview,is “The world future the withfuture isnow,” and and “We want India, India’s of Director many India’sto meIncredible campaigns suggested of during athree-hour Sunil, economy. Executive Creative for V.the changeinthe potential country’s execute the isbranding toinspire internalize, andcreating confidence, anational and through narrative, nation of ideology the of Part India. new a brand identity, a brand aproduct, on improving foreignto attract inbuttourists, fact, through internalizing accountability, creating and existsimply not does itself campaign the activities, advertising India’s of Incredible element In otherwords,whilst journalism, infrastructure, andadvertisements were promotions acore 4 that: suggests branding nation India’s of architects key the of one Kant, Amitabh for this new India. whatshowcase accomplished they have alike, all intent to and artists concept of a confidentnew India was being by engaged youth leaders, activists, politicians, this it clearthat became conversations, and speeches subsequent the Through corruption. V. Sunil, Interview with author on April 25, 2012. Amitabh Kant, Amitabh Nadia Kaneva points out thateventhough out KanevaNadia points Experience India Society . . . and a clear market focus.” market aclear . and . Society India Experience the through industry the with measurement performance accountability, increased culture, corporate fact,in played only a marginal role . . In reality ‘Incrediblethe India’ campaign encompassed a new It must be emphasized that the ‘Incredible India’ campaign was more than just mere advertising, which 5 Branding India: An Incredible Story . Delhi:. Harper Collins, 2009, 16. 6 The New York Times 4 noted in its 2005 CEU eTD Collection 14, No.1, January 2008, 121. away away from who architects the have beendeemed in brandingcharge of India’s project. brand the of control the taken and process, branding the interrupted have events cultural some incredibly key side disturbing especiallyat moments when effects, political, social or overcomelow their income levels engaging through with has ledIndia’s nation-branding to Amitabh Kant, and other key the that architects 80% of Indians livinginabject poverty can by suggestion the context, Indian in the is that difference the However, different. no is India in heart is the and of international at brandingfactor campaigns, competitiveness promoting is a crucial management reputation that belief the Certainly, marketplace. a competitive partnerships. Globally,branding anation can operate as a strategic tool to garner attention in is image that through of a combination one of projected a nation, increasingly public-private touch the to lives tries campaign branding nation India’s which ofto extent the “all”by seeing understood easily the people of India. Nation branding involvesfocusmid-2000s, primarily on city branding. projecting a Brazil instarted only 2010, andRussia andChina’s campaigns, although running since the Brand nations, BRIC other of Furthermore, year. a million $ 200 US at stands currently campaigns. in the nation by the constituted both audiences, target the population andbeing the andimaginedtarget portrayed, asbeing accomplishes, and critically examine theimplications of nation branding, bearing inmind actually phenomenon branding nation the of effects the what examine to grounds is sufficient identity, a country’s of brand, national the indeed, identity, national the promote involved in promoting fair economic trade, and development justice, with campaigns which 6 Bank, World Organization, andothers.” Trade Sue Curry Jansen.“Designer Nations: Neo-liberal nation-branding – Brand Estonia.” In Just how much business nation branding can mean to a nation as diverse as India is India as asdiverse nation a to mean can branding nation business much how Just India’s branding campaign budgetis much larger than BRIC countries,other and 7 6 organizations global between linkages The Social Identities, specific Vol. CEU eTD Collection 7 capacity.” vulnerability diversificationthrough and development of skills andentrepreneurial reduced andcontrol, can but asense of ownership cultural pride, bringalso poor, for the back tothelogic of UNWTO’sthe claim “Tourism that not only material provides benefits sotomehavelinks them in suggested their and interviews, course of reasoning several the alleviation truly maina of goal Incredible campaign? the brand the India Certainly, architects who were advised to project themselves as friendly and courteous to create projectto create andcourteous thisto asfriendly were advisedthemselves distinction, who to with the help of Canadian women’s magazines inventing recipes, and even Canadian people, image fostered a carefully was result The Americans. from themselves for identity distinctive order to cater to U.S. tourists, in a campaign which focused specifically on creating a upon by Canadians,forDubrinsky. example, themselves reinvented after WorldWar II,in expounded as interests, Canadian with interests, national their align to initiatives specific take nations that mywithin context the I situate argument interesting. areparadoxically identities on how to behave with tourists, and it is this approach that Incredible India endorses. in those Ireland Canada,haveattempted and adomestic in campaign localsorder to educate its theextreme of constituents, appeals domesticas Other such poor themselves. campaigns, change facecampaign to itself, entireof attempts democratic the andthe often against India byfocusingthat exclusively foreignon touristsattracting and investors, Incrediblethe India It appears necessarily. is campaign, focus of the not branding poverty the and eradicating Commonwealth in Games in 2010 a $65 million clean itup project, becomes clear thatpride 65000 beggars at behestthe of Ministrythe Tourismof during andCulture, the UN WTO in Kant, 205. Just how Just far Indians go to manage their leads reputation totwoquestions: Ispoverty Branding a place may start out as a touristinitiative, but its effects on national 7 While when maybe benefits economic the accounttrue, intotaking jailing the of 8 CEU eTD Collection 9 8 elsewhere. feel to were going consumer they American allow the player” is weakened because the economic growth, FDI in-flows and the tourism sector do and the FDIin-flows sector tourism growth, economic is becausethe player”weakened approach marketing to theIncrediblebranding, Indiaand asa“global emergence India’s a Delhi at professor takes RahelaFarooqi, University, academicscholarship. extensive in has Incrediblebranding the exists, Indiacampaign,2002,not conceptualized received economy nationsurrounding branding in campaigns many of countriesthe where nation informerarchitects have studies Yugoslavia, issues tackled nationalism of and thepolitical embraced, soin done usually a romanticized manner. the nation, campaign, privileges theand perceptions of India that these actors and directors generally have of as a result,heavy involvement of India’s film industry- actors, directors, and in producers- the the poorhow theyare deter marginalized, India fromaccepting into toshame Takingsteps poor the entirely structures. class retaining existing on progress achieves influence in commercial to national focusedpursuits identity. Instead, “new”India,are the imprisoned, the effect of reinstatingIndia. Indoing this Isituatemy withinthesis SueJansen’s concept of hopingnation-branding ridiculed, class difference. façade of the a beautified butsimply create noton ground, the poverty aim does alleviate to Theand when international consumers appear to be the focus of India’s nation branding efforts, Brand India of tourists.” presence by the signified with otherness confrontation the through influx of tourists, “the host society ‘comes to reflect upon its own traditions and values the nation’s tourism is meant toattract consumers of a very particular kind. Because of the Dubinsky 2001: 334. Dubinsky 2001. While Volcic, for example, looks at how national identity is shaped by the branding insuggest that whilst of I examinefacets national order to the campaign the 9 8 As the example displays, example Asthe 9 CEU eTD Collection 12 11 Other South Asian Countries, through governance neo-colonial perform may while in that India from Sheetal-Mehta’s aformprojects of neocolonial governmentality. becauseits from colonial it and isinextricable India’sprogress, past, ancestors, colonial postcolony a as aformneo-colonial project, governanceof shefinds from its isinextricable statistics/2010Statistics.pdf 10 crisis. financial global the despite steadily coherently other. each with work not brandingincreasingly countries of inaculture particularly important, is themselves, India of image this project Kariaand at examinesa timehas been shifted to thinking about the nation whereas a corporation looking to harness profit. Mehta how India’s India’s “Brandthe India”(Mehta’sterms), sheexplores how spaceofinfluencingthe Indian politics FDI elite andconstrued by the nation branding project, iseconomy crucialin the postcolonial contextconceptualizes of India. Using continuesIncredible India is Sheetal Mehta-Karia’s thesis. Mehta highlights how governmentality, as is toand grow the extremesitself. nationalism of one as seen be hence can claims they Farooqi’s of pinning underlying The with. involved been have engageMalaysia and Thailand that way in the manner, coherent more in a with FDI India’s articulate to engagegovernmentto with its assets,”orNon-Residential “disseminated help to Indians, Indian diaspora attractof 30 million. foreign capitalFarooqi andother countries,over attempt andIndia’s to national competitive advantage development is focusesencouraged their both toimprove contexts inpower” international increase their “soft attempt to on a mostly,policy inrecommendation his means of successfully in view,campaigning a global marketplace. approach Farooqi’s nationsthat by the sharedto the visionIndian of the large Mehta-Karia 2011: 4. http://tourism.gov.in/writereaddata/CMSPagePicture/file/Primary%20Content/MR/pub-OR- Rahela Farooqi. Rahela The most prolific piece, and in fact, the only academic piece which speaksof academic which piece theonly in fact, andprolific piece, The most Nation Branding: A Study of India’s Brand Equity and Capabilities in Comparison to Two Ministry of Tourism, Government of India. Retrieved 2012-03-12. n.p. 10 Farooqi suggests that “effective differentiation” is a differentiation” “effective that suggests Farooqi 11 10 Mehta-Karia looks at nation branding in the in branding nation at looks Mehta-Karia 12 departure of My thesishasacrucial point CEU eTD Collection Indians. elite and uniqueshowcase the appeal in in investing India, as ashighlightwell the “ideal” and political corporate world’s the over acompetitive with provide edge in to India order propagated for a domestic versus an international audience. These campaigns were launched are themessages between that contrasts stark the show websites three the Additionally, and a creates sense products, endorsed “the of Indiathrough visual medium.the successful” on Incredible films, through India advice brochures, andinformation on tour operators, campaigns ( international campaigns ( website ( India main Incredible of proponents Incredible theBollywood or India industry Aprilfocusduring on 2012. I the accessible online, aswell onspecificas questions posedduringinterviews with various is This data thatare thesis a based on onIncredible India sources of combination textual of conceptualizing, propagating andcampaigns disseminating for Incredible campaign. India Dharavi, and the Creative Directors and heads of two of the main advertising giants in charge in dwellers slum worker, rights human a transvestite India, of Times the and Times York from New the journalists Mumbai-based Diplomacy, for Ministry of the Public Secretary Joint- current the Unitedfrom the States, to formerAmbassador India deputy the directors, 1.2 DataCollection branding. nation India’s of elitein understanding the Bollywood India’s role of focus the implicating on I whereas on governance, focuses “new”India.the improved Mehta andof accountability and integrity the ruin project by domestic taken the actions of the ramifications the India, Incredible Amongst the 22 people I interviewed were Bollywood actors and actors film actresses, 22peoplethe Bollywood Amongst Iinterviewed were www.atithi.org.in www.incredibleindiacampaign.org ). The Incredible). The Indiawebsites detailedprovide information www.incredibleindia.org 11 ), websitethe detailingindividual ), and the website for domestic CEU eTD Collection within context. this It provides an overview of practicethe of nation-branding, andhow in India. manifest is branding nation 1.3 ChapterOrganization policies. shape national in to an effort constituents, through Bollywood films and inpromotingideals particular and imagesof Indian policy justbranding Incrediblethe through through not India- India campaign, butalso foreign India’s address to steps conscientious taken have makers policy Indian how situates and branding, nation to approach cultural this within situated is thesis My momentum. gain to continues India asIncredible other by each andareshaped, shape, projections identify what the ideal isIndian meant tobe, and how domestic politics andinternational films,interviews, newspaper articles, blogs, YouTube videos,and slogans as crucial to clues whatis important to project in today’s India, through the campaigns. Iread these texts, logos, answerin by interviews to question the issupplemented representations order of personal media these of analysis The negotiated. is Indian ideal the how in element crucial a becomes howreputation understand in to order elite, andeconomic political well as India’s andworkers. sex beggars, transvestites, namely, ambassadors” of India,youth whoherald advertisingprominent asthe“future themselves stars, executives, politicians, and personalities,famous Bollywood members as well as interviews filmmakers, with Bollywood movie of groups marginalizedIndia released tohelpYouTube on “Atithi supportthe Bhavah” Devoh of campaign, blogs by the campaign- Additionally, I also draw extensively alsodraw extensively Additionally, and articles on I newspaper on commentaries Chapter two lays the out theoreticalframework ofnation-branding, and India situates This thesisis offive composed seektounderstand chapters that andhow critique The purposeof texts are tograntthese authoritative roles toadvertising as executives 12 CEU eTD Collection that they that they themselves areof supernatural status. establishing of as ameans also but aseducators, only not campaign India’s of ambassadors this campaign.in present is always education This and distinctions class how is,highlighting economy, Izzat I the of argue, a means of asserting the distinction and statustheir own perception of India. of the brand people, asbenefits India’s mocks, andromanticizes whichridicules, of eliteIndia, perception avery thusprivileging of realities campaign, realities the shape the usingown their houses, reality of India. I suggest that those voice. democratic in charge of the campaignnation branding thevoicehighlights of few,a privileged often at the cost of providing a live in metaphorical glass Chapter four situates the Atithi Devoh Bhavah domestic campaign within the context the within campaign domestic Bhavah Devoh Atithi the situates four Chapter Chapter focuses three constructing narrowon parameters the of understanding the 13 CEU eTD Collection increasingly involved joining the “brandwagon,” nationthe branding of projects various 15 14 13 the estimatedsize skyrockets.” branding,” of industry the communicationsinvestment you“If tourismdirector count as“nation outreach, advertising, attention. media international time.” our of concepts political contentious most the of “one branding nation called has branding, nation for apologist a recent and consultant, marketing British Olins, Wally requestleast one perweekfrom nations seekingtobrand Onthe themselves. hand,other for tool marketing nationsin competing global arena.Simonthe claims Anholt he receivesat 2. Nation Branding: Theoretical Framework and Methodology inspire rather thantocontrol.”-John Williamson railways, theBankof Englandor the Health Service. Theroleof Government todayisto “One simpletruth is that governments don’twant to run things any more- whether it’sthe such as the European such as theEuropean Union and theUnited Nations, as well as dodging unwanted nationsmultilateral inboth reactive suchasjoining processes, and organizations proactive by used is often branding Nation nation. a branding advocate to reasons the of narratives in abrand.advertising partners creating with global their governments numerical of todetermine relationship the find concrete data to is difficult it as particularly guesswork, of realm the into falls consulting branding nation is that distinctfrom branding anation? Scholars arguethat determining the total breadth of whatis thescope of this branding, andwhatare some of issuesthe faced in branding aplace http://www.cfr.org/information-and-communication/nation-branding-explained/p14776 Aronzcyk 2008: 44. Wally Olins, no date, p. 1. Since the end of the Cold War, nation branding has become an increasingly popular increasingly an become has branding nation War, Cold the of end the Since The role ofnation branding inreputation management is a key underlyingelement the 14 Accordinga Council to Foreign of Relations article in2007, 14 15 Whilst nations havebecomeWhilst nations 13 But CEU eTD Collection 18 17 16 fine dining, images Japan brings forth of technology, and Rwanda may signify usfamine,to nation can be either positive tothem. attached have reputations also nations or negative.shoes, and chocolate with case the is as just that out Forpoint Anholt as such example,Experts exchange. when we think of France, political and economic of cultural, platform in increasingly global an nation of state” the we think 2.1 DefiningNation Branding within the Context ofGlobalization inimpacts come. yearsto reaching the far and enormous have could cities and regions states, of competitiveness and development devisingand strategy creating in wealth commercialthe so itssector, application to the for instruments potent most the of one be to proved has management brand as Anholt “Just Simon says, guru branding nation Self-appointed identity. their of terms in manner, direct outside realm the beingof by affecting, or affected, idealsthe of nation inbranding, any live not analysts certain highlight hopetoexplode, asitdoes very how groups comfortably branding that rhetoric same the into falls identity national with branding nation conflate and simplify to that highlight to I seek branding, in nation propaganda on debate the with Nation branding hasbeen conflated with a country’s national identity, but through engaging realities, marginalizing often individuals groups of in order achieveto acountry’s goal. which essentializes and historicizes acountry’sby past glossing over any uncomfortable has been construed by political scientists as a as soft power and a form of publiccalling themethodology behindnation “fascistbranding .not liberal even or neo-liberal.” diplomacy extreme as from as academics accusations with with much haveoftenmet criticism, countries Anholt 2007 Anholt 2007: xii Jansen2008: 135. Nation branding experts justify Nation itbranding experts as a“necessary to waningthe corrective importance Nation is branding often asapost-modern,construed and ideology, which neoliberal 17 ” 15 18 The images and associations we have with a 16 CEU eTD Collection realization of of a vision,realization andliesin Secondly, the of aestheticthis idealization. the articulations This working definition three highlights things: firstly, practice the of a brandingis the becomes ameans of surviving. Kaneva provides a useful nationdefinition to branding: democratic system of andgovernance, uniquecultural need the artifacts, for competition number of nations providing business friendly environments, tax breaks for corporations, a increasing of an because Particularly (FDI). investment foreign direct its and economy in affect positively it to order stage, in have of international others perception the the improve what this nation means, in an assemblage of diverse motifs. increase repair, in thevisibility or a nation mythsandmeaningsof emphasize of to order to anything is branded. of is thenittime before a matter if simply canbebranded, havewater arguedthat builders current imagecurrent toits international beitaudience, strong weak, clearor orvague.” indeed can “anyexist without in efforts conscious nation branding, aseach country has a Belgiangoods, beeror tobe valuedmore than beer. Indian Fan anation’sargues that brand leatherof henceleatherto have goods higher value origin, Italian causing a than Chinese emergingproduct from a country may be valued soprecisely because itis from countrythat 22 21 20 19 audience. international an with has country the that brand the words, articulated,inand recent times, Croatia asunny Thesereputations,paradise. whilstat times informally are nonetheless what marketers term the “country of origin” effect, in other Kaneva 2012: 4. Jansen2008. Fan 2005: 12. Mehta-Karia 2011: 42. transformed in ways.”transformed unprecedented and experiential reality of national belonging and national governance are nationhood at the levels of both of levels the at nationhood reconstitute itseeks to Rather, advertisements. and colorful logos, slogans, I Nation branding is beliefthe upon expounded by its practitioners thatanation can n its most expansive articulations, nation branding refers to much more than more much to refers branding nation articulations, expansive most n its 21 As a result, nation branding projects continue to highlight and ideology 22 16 and praxis , whereby meaning the 19 Indeed, the price of a 20 Brand CEU eTD Collection “the twofold process of the particularization of “the of universal particularization the twofold universalization the process of andof the the Robertson provides a useful forhow nationdefinition branding occurs,when he saysitis 24 23 current utopian vision globalizingof countries. is has of value amantra choice” and“consumer realities become market” the “free the positive This value. apositive consumption material make culture media and promotional restructurings, particularly or political hascultural boundaries, been by ideological accompanied profound and political territorial, of constraints the forbeyond emerging capital financial of freeing the marketglobalization- economies. With the end inform manner.of “gifts” in subjectof The the nation branding an inalienable globalization of the Cold War, of effects the of this chapter, scope isbeyond the globalization on Whilsta discourse mean. globalit the isandglobalization global this comes to todefinewhat arena, arena imperative they feel about the label.” how can in the beans the ask to have don’t “you because is different It definition. Kaneva’s from very brandingother andthescopeis endeavors, different extended, asisimplied by Because the product is a nation, the goalsbecause thescope of nation brandingis crucially differentfrom brandingother objectives. and methodologies applied to nation nation,the citizens andthe whoarein fact by affected it. Nation has branding been critiqued branding are are engaging with who of consumers scope “global” because the the is uncontrollable occurs here is that the nation assumption itself. underlying nation-hood The economy, cases, the inaffect particular and is actually able to of an idealizedarchitects nation branding means promote in change to of communication, order itself, and furthermore, purpose of isbranding an tocreate “effect” through higher product- the investments,of the the changeagenda and aimbehind nation branding is re-thinkto the nation itself. Finally,because of the which Kaneva 2012: 10. Oresund 2002, p2 in Aronzcyk 2008:57. Since nation branding itself situates as a form of political in prosperity and economic 23 17 24 Roger begeneralized, may itInsofaras CEU eTD Collection Image and are thusbecoming reputation parts essential of state’s strategicthe equity.” because “the unbranded state has a difficult time attracting economic and political attention. in highlights manner theattractivemarketplace elements that a of a nation, strategy, andthe values, standards and understandings. local to juxtaposition in complete be may which standards, class “world” of understanding juxtaposition: providing a“world”involves class product incorporation an an of automatically, provide simultaneously whilst to competing aproduct, inare asituation of how tourism, the economy imagination of cultural imperialism and and andsubjugation They resistance. allowrethink usto the world exists within allowstatements for openingfresh the of inmoving beyondconceptual spaces, precisely the a compendium of discourses which 28 27 26 25 follows: areas sheidentifies steps Thedistinct consultants. whichprocess, is the product interviewsof combined with leading British branding inprecise andmethodical manner, whatMelissa as Aronzcyk highlights a distinctfour step in process envision brand the of anation a very creating branding architects context, modern itsprojected clients to in for itto succeed.order Within geopolitical thecurrent andpost- believe the in being to image nation brand requires the of anation’s creating process particular.” “the tension between cultural homogenization and cultural heterogenization.” and homogenization between cultural “the tension cultural Aronczyk 2008. Van Ham 2001:44. Appadurai 1996: 32. Jameson 1998: xi. Nation branding provides a solution in thatit interprets the nation for the global 4. 3. 2. 1. Communicating as implementation of how the brand is meant to be lived be to meant is brand the how of implementation as Communicating ideabe core disseminated Identifying the to of political affiliations,in order to ensure the longevity of the brand Training public“stakeholders” and private todeliver abetter irrespectiveproduct, research marketing of form asa opinion public international and domestic Evaluating 25 The result of globalization, and the main issue that it has caused to emerge is 18 28 26 These 27 The CEU eTD Collection 30 29 nation. notbelieve citizensof in the needtoevenmeet to eachother they a nation do as a are “real” many illustrates, Anderson asBenedict for, asreal, in ismediated what aspect plays a crucial behindassumption branding nation isthat itis a homogenizing mechanism, andimagination parametersthe of iswhat even beingimagined as needing management.The underlying branding Nation in Communities 2.2. Imagining wealth. and garner World the as perform their funds countriesbasedon to ability to Organization andallocates Trade such awards organizations supranational Additionally, categories. professional and technological areassuchintensive as media, and film,elite design, architecture managerial falls under cultural policy and privileges cultural the “elite” through afocus oncapital and Aronczyk’s interviews with leading brand experts highlights how the process of branding famous critique “Provincializing Europe,” limitthe in imagining the nation as a product of andas Volcic in asChatterjee context, However, thepost-socialist tofor does his alludes in groups, order to createaparticular knowledgein power, and exchange nation.the aremediated,messages and they mediatedare often by individualsa selective group of and this Within mediation context, andmedia becomes a key factor to understandingnation branding, situated. since is it which in localities the within traditions and customs territoriality, iscomradeship,”in crucial ofa because it this nation, understanding a nation’s establishes political speeches, advertising campaigns, and social media. shows, televisions cartoons, newspapers, be it mediums- itself through “imagines” itself economic systems of a place, its infrastructure, and in short, the ways in which the nation Anderson1983: 14. Aronczyk 2008: 44-5. 30 In order In order to construe whatis being affected itthrough branding,is important todefine Anderson asserts that a homogenous message, which is analogous to the “horizontal the to is analogous which message, a homogenous that asserts Anderson Representations of a nation are always mediated, in that they reflect the political and 29 19 CEU eTD Collection the critical-cultural approach, in particular the emphasis on the historical construction of historical the construction on emphasis in the particular approach, critical-cultural the of branding. The theoretical framework I use for my thesis will highlight the core elements of branding, focus on cultural theory to with a and/or approaches genesis and consequences the is academicandcritical underpolitical The techniques. on the hand, other approach, grouped brandinglooks at implementing with and designs efforts improving aspectof the upon to approach themarketing Kaneva highlights branding. tonation approaches are three in message, creating There ahomogenous often obliteratingworks oneof these expectations. notion of hegemonic intent, but does not diminish it. to start afresh,if limited to understandings of those countries with less “baggage,” masks the authority that astute observation andAronzcyk makesthe manageable, what isperceived as to indeedlimitations are there Hence, for re-branding. candidate asasuccessful opinions Britain with a long history of colonialism, and a strong legacy of multitudinal approaches and articulate how branding themselvesit experts finddifficultimagine to countries such as institutions and partnerships public-private mayindeed be atplay, studies by Aronzcyk 34 33 32 31 andstate domesticthe andforeign publics.” between “ensures bodies of afairbecause it pubic supposedly and private the contest the public policy, with definingSimon Anholt an such approach as “inherently democratic,” nation, “Even our imaginations must remain forever colonized.” themselves. canimagine nations European understandings of nation,the limits and meansthe whichthrough post-colonial “enlightened” privileges Europe, of nations simply understandings within of confines the Aronzcyk 2008,58. Anholt 2007,40. Chatterjee 1993, 5. Chatterjee 1993. Branding a place, if itis managed in expecting heterogeneousexpectations through Several Several have,marketing executives, positively brandingadvocated to approaches 31 post-colonialin the Chatterjee that understanding warns 20 33 Whilsttheinvolvement varietyof a of 34 32 CEU eTD Collection would like to assumeinfluence thattheir in ispolicy expounded onby culture, but while this 36 35 policies.” and ideals, political culture, country’s of a attractiveness arises from the .softpayments power or coercion than rather attraction youwhat as“theget through want concept of the power to soft Nyeintroduced ability to order repair the damage doneby historical violentthe legacies of Joseph “hard power.” in precisely power,” toasserttheirforby means statescraft “soft tooccur, necessary trying in andeconomy, others. culture country’s are diverse, with a focus on Internet viral campaigns in some countries, toevents promoting a havecampaigns become increasingly common. for The portfolios such continuecampaigns in decadefirst of 21 the the andparticularly exercises, branding nation in involved are Brazil and Malaysia, Croatia, Botswana, Poland, Estonia, Britain, the“unique” highlights formarketing. nature of country the rangingfrom Countries Great mechanisms branding nation marketplace, in a global country a for visibility increase anddistribute to project,particularized create, imagesof nation. the Amarketingto tool officials government national with work who consultants, relations public and international inandinvestmentincrease trade Nation istheirbranding countries. usually by practiced advance theirin usually topromote economic economic and political cultural, agendas, order property.” intellectual into identity national “transform to seeks branding Nation asJansenthat, and Volcic pointout, nation branding privileges an anti-democratic mindset. national highlight to Iseek and In doing consequencesof so, campaigns to communities. the campaign anddiscourses including practices, omissions and“blindin spots” campaigns,the of content the of analysis the process, the of nature interest-driven the branding, nation Nye 2004, 6. Van Ham in Jansen, 142. Nation branding hasbeen likened byits such defenders, Van as Peter Ham, a as Nation has branding become strategictool for anincreasingly nation-states to popular 21 36 architects branding nation Certainly, st century, nation branding nation century, 35 CEU eTD Collection 37 in the creation of the avision nation. Furthermore, a in for in the tocreate “new”of elements a nation, reality order voice and tone of the itsimplifies only because and is “anti-democratic” attractive brandingselects particularly the brand’s personality, in this case, the country’smean branditself the that is repair. compromised beyond necessarily not itdoes a country, of reputation the influence branding does place negative However,products. theproblem nation is brandingwith thinkingpower as of soft thatwhilst other is unlike embodiment, by just nation, the that fact the with coping of means impossible influence image and reputation, andmeasuring reputation the of is country the a iftricky, not multitudethe observes, Ham Van as is that, here hand at issue The Borat. by on brought destruction of processeshiring oncampaigns branding in place towork experts imageNew York torepair the at hand,couldnot have been by brought attempting either to sue actorSachathe Baron by Cohen, or such as business, intellectual why property, is itwhenthen that intellectual isthe property justice violated, is brand nation the If arena. global the in Kazakhstan of country “unknown” tourism,previously and art, work by ofits space inculcated engineers. “calculative” in tandemmodel anti-democratic an into falls branding that assume can we movement, any of property to its understanding, assimply needinga product management.However, bymakingit the The facta that nation can a be compared tobranda already that suggests nation isin limited property.” “intellectual as place-branding he posits where analogy in an measures, reactive against warn to antidote necessary the as place-branding likens he in that unconvincing remains of place-branding VanHam’s understanding However, setting. external in it notan correlate necessarily does sointernally in may branding efforts, a nation’s occur Van Ham 2008,127. Sue Jansen’s discourse on Brand Estonia pinpoints to how the methodology of nation As Van Ham out, points filmthe created Borat ahuge negative impact onthe 22 37 CEU eTD Collection 38 media, and diplomacy, media-broker whichis distinct butrelated tonation branding. isaform there of how public, between drawsparallels in Gilboa and particular, diplomacy,” inreception which we havein the world. political The approach marks valueaperson’s diminished and nationality inathe context, citizenship globalized a have may nations while even Yet, in importance. diminished have nations where setting Ham suggests this is a post-modern setting wherebynations valueare trying create to ina projected by nation branding. and is is it of,understood or which and graspof, control of crucially the governance, the and understood as a country’s identity. Management and control are manifestations of a form promulgation, dissemination, andultimately,in is the choice of what projected, mediated, propagation, in the levels- multitudinal on play isat power is that here narrative businesses, forms andother of harnessgroupings attempt to narrative. the The underlying and government officials,for whom a small of national policy-makers,group tour-operators, executives is experts, Theconsumerof branding in the immeasurable. imagination the often various mediasthrough and choice the forms, inwhatmakes it consumer’sto the mind is images amultitudecan be andrepresentations that of performed, multitude of representations Indeed,isborders. the “problem-of-plenty” the main issue with Becausebranding. is there a by Van Ham’s few, example elite the of hands in the lying as identifies Jansen which of realization, the and Borat,vision, this can be seen as influenced realize to of country the in capacity is brandthe precisely of the coherence the personality, by those beyond the country’s on on symbols the of branding. The cultural focusesapproach ondiscourses around visual and diplomacy strategy facetsand management are of in butthis approach, particular, focus is the perspectives, historical disciplines, with adjacent intersection mass areas media, of four Gilboa 2004, 1. Markets and brands provide iterative relationships in the nation branding context. Van 23 focuses “publicon 38 The CEU eTD Collection 40 39 this. address to governments national asthe well as are by taken that nation-branders, measures weseean it, extreme of emergence that the brandingconflict comes into with ideologiesthe which are expounded onin tovalidate order by demonstrated literaturethe at hand. it However, is precisely at thepointwhen nation shapenations,countries hopeto theand ashas ideologies and been their discussed forms exoticising ofmedia, ill-concealed concealed,the through that propaganda, or habitualthrough mores norms, and actions. Itis propagationthe through of particular notions of differentiate to necessary research the of distinction Kaneva’s of At heart the elites. socialpolitical and economic between alliances the of reproduction analysis an and elites, transnational and national to appealing so been has branding nation why explain to scholarship critical for present calls Kaneva in analyses. of discourse in terms material examine society often approaches these is issuethat Another is theon cross country approaches, oftenperpetuation choosing only single or countries as constituents, a on point of practices focus. the on enough not but discourse, a as mostly branding nation on of class distinction identity.” collective a particular“promotes knowledgeof organization power, in and exchange of articulation branding inwhich way the and identity of politics the for branding of implications the familiar and stereotypes provide aform self-exoticization.of The cultural approach studies brandinglimits broad participations of citizens; narratives veer between reproductions of media in temporal and spatial elements of these productions. The argument here is that Kaneva 2011: 129. Aronczyk,2008, 46 The gap within nation branding asKaneva literature, is points out, is there that focus 39 24 nation 40 CEU eTD Collection Mumbai and Delhiby 2032. connect will which stakeholders, Japanese private with in conjunction cities new eight build to Government Central the with working is currently and on moved also has Kant efforts. videographer whose commercials on India,international winning tourism awards for his involvement with CII was initiated as a public-private the partnershipthat clear in 2007, is to it launch the “!ndiaEverywhere” online, articles as numerous well as 2007, in campaign of India’s projection the in involved through conversations bothwith government ministers, alongside speaking withbecause Sunil, Thapur, and otherbe dispelled, actors must which amyth is this However, website. their through campaign brand the creating campaign. the handle to fees W+K’s increased 42 the pay to unwilling were Culture and Tourism of 41 Incredible India campaign from Mundrain early 2012. years, Incredible Ogilvythe foragency but Mundra won three India account back the won inIndia@60 New York City, and the 2007 Davoscampaign. In 2009, theadvertisement largest andmost extensive campaigns tolaunch including occurring,India IndiaEverywhere, the with truly went global, campaign India’s UnderSunil’s direction, Director. Creative W+K (as they call themselves, butit is Weiden and Kennedy, where Sunil currently works as with merged (A) when account the held he and him, with went campaign the (A), called firm Manager for the IncredibleAccount and IndiaDirectors campaign, Creative the of one with campaign the V. Sunil. indeveloping instrumental Once Sunil left Ogilvy to was start Kant, Amitabh his Tourism, of own Ministry the of Joint-secretary then The tourism. Ogilvy giant focusingin on high-end India, worked together primarily andcreating Incredible Mather, advertising global of architects brand with conjunction in Tourism, of Ministry key stakeholders. The Indian Ministry of External3.1 Backgroundof the Incredible Indiacampaign Affairs, particularly with the helpIndia forBrand Tone of the 3. Projecting the“Real” Incredible India: Setting AVoice and Mehta Karia’s thesis attributes what she terms “Brand India” to the CII, and certainly, CII takes the Ministry creditthe that for suggested Sunil hands. can change campaign advertisement an that reasons many are There Incredible India was conceptualized in Incredible was India conceptualized betweena 2002 asajointventure number of 42 25 41 In the meantime, Bharat Bala wasa Bharat meantime, In the CEU eTD Collection 43 messages. campaign the to appropriate was sector business ofthe involvement the where campaigns subsequent in and campaign, their funds from the Federal Reserve of Government India. campaigns, in partnerships,receive Various especially public-private Bank of India. A top officialcampaigns arefrom allocated annual the budgets provided for Ministry the of Tourism by the working on international India of funds Incredible The the tourists.” “local at aimed campaign year domestic including and NewYork Rome,has since 2009,extendedin its projects a US$12 million a Indians. 2018 ata9.4% annual rate. Foreigngrowth tourist arrivals herealsoinclude Non-Residential 200 billionabout in2008andUS dollars isincrease that expected US$375.5billion to to by employmentin In2010,25.8millionIndia. foreign tourists visited India. Indiagenerated industry,service with a contribution of 6.23% to nationalthe GDP and 8.78%of total the and13.9%, in secondthe year, thenumbers wentup by 26.9%. of Incrediblethe in inception India’sIndia campaign’s increased tourist numbers by 2002, poverty.” against fight “helps and India, for identity campaign, hesuggested that campaignisthe moving in direction the of creating a“holistic” Thapur,Sanjay campaign, India Incredible the for Director Creative Executive isOgilvy’s hand, other optimistic.a bunch of assholes, and they Whilstget to have a large say in whatwith qualitythe anddropping confidence shifting is in campaign,the especiallybecause CIIis going on currently.”refusing On the existence. Thefuture of campaign,the Sunil asserted tome innoisuncertain terms, “dismal, to share parties majority the from aredifferent of liaisons years past the ten India’s of Incredible any of the and government the executives advertising inits asboth the stage history, reached afresh details of the future of the Interview with the author, April 27, 2012. 27, April author, the with Interview The leadership of the campaign In other words, the Incredible India campaign has campaign India Incredible the words, other In campaign the of leadership The The international campaign of Incredible India, which has 14 offices worldwide year first just In the is success. ofincredible one story India’s telling, are If numbers 26 43 1 Tourism is India’s largest is India’s Tourism CEU eTD Collection and tone: 45 44 is brand the of essence core the what in executing and brand, the for essence an creating of andisa brandinidentity sustaining apparent because narrative, particularly process the this The ideal thatAronzcyk provides, of brand asambassadors being of the proponents creating foreigners, but for them too.” destinations.consideration set, instead ofhopping a on flight toThailand international or other It was to encouragesuggested the reasonbehind promoting Indian’s India to providewas to“to Indian’s with a them Thapur of promote each state. wealth cultural the to “brand ambassadors” Bollywood to remember using states, of sites Indian various heritage the showcasing that andvideos advertisements India is incredible,educate tour inoperators howIndiabe should branded. In2011,this was creatingextended to not just for India@60in New Yorkand London, have receivedfunding from campaign.the campaign, In Davos the this regard, of campaign-makers.” withtheinterests the correlate and “careful objectives, economic evaluation India’s with align must campaigns of funding the that suggested Seth is conducted to ensure from funds Swissof Federal Bankthe of received India.Reserve branches campaign Mr. that alignment Davos the for example, Therefore, branch offices. Bank’s Reserve Federal from India’s of interestsfunding receives India of Bank of Reserve Federal the thethat said Seth, Mr. call shall I campaignpurposes infinancing India’s abroad,projects who asked to remain anonymous, and sofor our Kant, 31-33. 2012. 28, April author, the with Interview 6. 5. 4. 3. 2. 1. highlights Kant 6steps the adopted by in India Incredible situating brand’s voice the The scope The scope of in more detail Idiscussthis campaign, which isin chapter, next to the Turning tourism officials into brand ambassadors. brand into officials tourism Turning Constant interaction with travellers/travel writers and editors Commitment to continuousof support branding innovation and research Constant strategy communication in Consistency proposition value of definition Clear 44 27 45 CEU eTD Collection corporate clients on other. on the clients corporate and side one on professionals andmarketing with advertising one asactually consumer, the and corporation the between one as imagined is usually which executives, brand the and theconsumer between the relationship Mazzarella construes andit. tolocalize trying brand, in Mumbai, which eventually fails highlightto the irrevocable in tension taking aglobal traditional narrativesadvertising in thisdisplacementindescribing a global advertising firm 47 46 of Ministers were the clients space,the this In individuals. of shape practices the to attempt aform suggests, advertising notlimited ideaof which, although to the of does propaganda, againstothers. particularprivileges opinions that discourse anti-democratic is an Theeffect would want. consumer the of what imaginary an within always but product, the with aligned or in tension, either oneself, negotiating of negotiation is aconstant there isthenation, product the because and themselves, of understandings officials’ ministry the and executives branding the of light in imaged is consumer the because further, onestep perbranding introduces Mazzarella concept the and amassive through “involves, through, displacement.” which setting discourse a marketing is suggests Mazzarella William what on precisely 3.2 Hierarchyand Whose BeingOtherness: India is Sold? “live the brand.” are thekeyfocus on creating campaign’s asindividualschampion, advertisement an who government officials I interviewed distinctly focused on highlighting that Bollywood actors and architects branding six the of one every single be educated, to askey officials targeted were while operators is The that tourist andcommunicated. only distinction key highlighted, Ibid 52. Mazzarella 2003: 52. Nation-branding is, as Kaneva’s idea of nation branding as the “affect-economy” the as branding nation of idea Kaneva’s as is, Nation-branding The brand personality and identity of Brand was made India incoherent, focusing 47 Nation branding, of course, is not mere advertising, and takes 28 46 Mazzarella departs from departs Mazzarella CEU eTD Collection 48 loomed ahead. The underlying whichethos of dictate commercialistthe influences nation 2002. The “problem-of-plenty,” as Sunil echoed repeatedly in myconversation with him, mustbrand provide, itis clear that Indianthe hadelites a daunting ahead task of them in can beeven privileged. within order to createhorizontal nation, narrativescomradeship only the numbera certain of in narrative willbein and others, as some over narratives privileged ahomogenous creating whatinchoice relations, Chatterjee torepresentproduces what calls“asymmetrical” power 10,000 native speakers. Indeed,just the multitude of possibilities of representation, andthe more than a million native speakers, 60havemore than 100,000 and122 havemore than official languages, and according to Censusthe of 2001, 29languages in country the have This is in particularly caseof true the India, 22 Constitution currently where the recognizes standardizinglanguage, time, andterritorial isextent complexin post-colonial the setting. imaginedof communities provides abackdrop for understanding theprocess nation-hood, of India.” rural from us come many of because country, butweare only selling Indian We’re sellingtourism. places the wegrewupin, selling our not “We’re in a laterhe said, when point himself conversation, at the contradicted whatisemerges, thereal India whichwasbeing sold, andwhoseIndiaisit? Sunil the is, country a country. My country. Our country. Andin tosellorder country,this belief our in thiswhat “We were certain from the beginning that we were not just selling a product. We were selling India. Sunilhighlighted this wellwhen, during thecourse of his interview with me, he said, this of shape reality the to in attempting as embroiled just in actuality, were professionals advertising the in that higher were stakes the but Affairs, External of Ministry the Interview with the author, April 25, 2012. 25, April author, the with Interview In understanding this national context, and in creating a meta-narrative that a nation- a that meta-narrative a in creating and context, national this understanding In reality of it,of a matters lot.” Thequestion from Sunil’s telling quote then 48 29 While acknowledging that Anderson’s notion CEU eTD Collection that Indiannessthat is understood through conceptthe which of Izzat, elitesgrants the I arguein of nation. this vision the chapter the izzat, toarticulate izzat, own one’s country’s economy,concepts of Izzatthe economy, honor inthe or its visions-to furtherorder the uses and localizes framework social domestic the within campaign, India Incredible The from oneself. asameans of “Other” is distinction employed usage of usually the represented, andprojected, world the occupied by advertisingexecutivesthe and government the officials. Indian brand.was there This a mention further of ministers,W his once own industry.team intourist government Not + K,at the general, and the general showcases people of campaign. personnel,the operators, included Hisof air-line description stakeholders the tour India, whothe were beingdisconnect by proved question the I posed to Sunil whoin wasconsultedabout of process the producing “sold,” as part of betweenthe the people who are being 50 49 toproduce. and indoctrinates, ultimately attempts inculcates, space” it nation branding, setting on advertising executives the is This aspirational other. importance of to particular element itthe and agencies, apart government between is one a nation of vision utopian fromand ideological an other forms of indeed how vision aspirations, the and to branding isextendable of reality becausethe branding,crucial because of the “calculativemodel. democratic managed by an very the disturbing,least, asvoices getlost, inherently and multiplicity of tonality is elite perception fewprivileged get toproduce thatthis “real”narrative inacountry say is,of billion to 1.12 of of bea nation ambitions enhanced. can commercial the terms, the realitiesbranding is by that creating andmythologizing the national identity of a country in market on the ground. It is an inherently anti- Jansen2008: 122. Jansen2008: 122. In order to create a narrative of what India’s reality is, in terms of what can be in of is, what terms India’s reality of tocreateanarrative what In order Jansen’s concept of Jansen’s branding of concept nation branding ofnation as model an is anti-democratic 30 49 The fact that there is a is there that fact The 50 further is This CEU eTD Collection position than them. than position whoarein lower class a in meansthose and they of with the engage course, which another, to from get place one to uses one transportation the wears, one clothes the appearance- made suggestion one’s through of physical in power specified. resides an elite the Being resides onthelevel hegemony-of withoutneeding understood, be disclosed, to unless and ofclass distinction, parameters of the is henceBeing conditioning anelite adiscursive 52 51 useful paradigm to distinguish between elites and those lacking in the izzat of being an elite: andof growth middlean emergentlay class.Gupta down criteria for which elites, a provides retain their class status. hardto have totry not does elite,anelite modernity the of of state of this Because progress.” The status is hereditary, modernity,pinnacle of becauseof with engagementhis/her education, and politics, and an elite is responsible atthe “already aneliteis person for what them.”Shesuggested we already best know for the learningwas inputlacking, she said something very “Well,telling, they wouldjust getdefensive. And “respectiability” or “honour .” televised reductionist logic it. to Izzat carries it with a notion of “dignity,” “prestige,” aritually Izzat than ismore there to Yet, locals. the of alleviation andpoverty development stars,branders, and Bollywood these conceptstwo gohand inhandin conceivingthe teach it. In this chapter I will first provide a definition of Izzat, to show that for Indian and theirto being therefore of established having already able Izzat, status, supernatural elites, Interview with the author, April 29, 2012. 29, April author, the with Interview Liechty 2003: 83. There are three important criteria for being an elite: an being for criteria important three are There 3. 2. 1. done in your life. your in done have you what of regardless izzat, no have you education, without and poor, always you are education, Without educated. youare unless elite bean you cannot deeds, Being educated. Evenif you ownproperty famousare and throughdoing respectable land. such a shortage of landOwning in our country property. that youBeing famous. AnyoneIf haveyour are well knownto and be respected, whovery you attain an elitistownsrich status. inat order least to own five acres of land is an elite. There is 52 51 Guptawhy When IaskedAnita member’s community the 31 CEU eTD Collection even feel like itis in Bombay.” When asked why, answered, “It’s she grittynot enough, Monica Dogra, singer Monica Dogra, andlead actress of in Mumbai, house host’s Indian my American-born at brunch over when home, came Indian as “imagined” are reality, Indian or which donotoccupy an exist spaces can certain of how perceived acertain asoccupying itelitewas class, experience evenit. Thegravity to possible lay,perception by India’shadof reality whether, being where adifferent everyone and conversation, toknow what happens beyond these gated walls.” experienced thereal India. You’re privileged,too sittingin housethis and having this never have you, of all friends, their and sons “My me, told and eyes, her rolled launches, and emerging actor in director Mira infilm, and actor new emerging director Nair’s of a city, becausereal India was“in its people.” In a Chennai,collegeGupta, friend Rohan in be Ineededto heart “real” the the India, experienceif me to Alterthat wanted told I really Tom actor Bollywood American-born Himalayas, Indian inthe town remote a Mussoorie, reached Once I “reality.” India’s understand to visitIndia to rural I wasencouraged Delhi, talking aboutIncredible India if I didnot experience the “real” India. in Both Mumbai in and campaigns with lead global companies global lead with campaigns a highlyadvertising whoon has executive Varun’s mother, successful advertising worked Rohan and North. of the of Ladakh Lehvalleys and the emptiness lay inthevast “real” India my in large“wasted was“dirty time For him, andeven cities,” andMussoorie crowded.” the high-endcompany madegeared towards tourists, mego promise to sayingto Kashmir, Ihad house evening, a Varun,whoruns his marble that manicured beach-front brother travel he toexperience site, calledwhat India. WhenbackatRohan’s “authentic” meticulously to expose me to“real” India. He took me toneighboring Mahaballipuram, an ancient heritage The key point that becomes clear through the conversations and interviews was that interviews and theconversations through becomes clear that The key point During myvisit India inApril,to Iwasrepeatedly asked how Iwas planning on Ralph LaurenRalph Dhobi Ghat, 32 The ReluctantFundamentalist and commented, “This house doesnot Gucci in promoting their India , decided CEU eTD Collection by twoimagesthe below. to nature, embodiedto nature, in conducted as always to removed currentthe contextI was in. Itwas continually beinglinked interviews I the of in understandings limitedthe becomes of real the India possibilities incompatible withpat friendthe “real” andmarkers Mumbaiite, of distinctionthe These are “exist.” even Bollywood not simply to the imagined is “India” symbolic suburbs, Bandra and Mumbai’s the within capital by whichextension, allows even how, to star testament a certainwas slum, village fishing a lay which Indians,outside complex, apartment living suchthe as my ex-“real” above, Indian. the breakfast, opulence signified bymarble decor, and in aswimming pool a heavily-guarded be Inlabeled fact, star living Bollywood the asbeing to the “local” above distinct servants Indians, cooking the by a fellow elite Indian as 53 Photograph A: Campaign2002/3 pool And downstairs. on of top theupstairsthat, neighbor is Preity Zinta.” everythingis marble, being we’re servedidlis of a glassout kitchen, there’s and a swimming Interview with the author, April 14, 2012. 14, April author, the with Interview What is the reality that is projected through the nation branding campaign can be seen be can campaign branding nation the through is projected that reality is the What specific groups specific of people, and in ancient artifacts and monuments. and artifacts in ancient and people, of 33 53 The reference to CEU eTD Collection The first woman is turned away from the sun, whilst the second faces the light, and the light the and light, the faces second the whilst sun, the from away isturned woman first The drinking water. tohave to in in carry access order clay water pots she needsto because class, 54 topresent. hoped campaign the identity Indian “distinctive” the creating India, of representations authentically make theimages what are for thesecond one, yoga, woman, action of the first and indressed asari on one hand,and awoman doingayoga on the Theclothes,other. for the awoman represented: being actions of novelty the the with spacesparticularly from other India is being positioned asaplace of solitude, peaceful setapartand calming environments, which shows a fair complexioned woman practicing yoga. In both of the images, we find that toimage,contrast second are inthe stark of The warm advertisement the colors landscape. inand walking carrying pota desert awater on herlone head, a figure indesert a vast Photograph B: Campaign 2002/2 www.incredibleindiacampaign.com/2002 The first image showcases a dark Indian woman, silhouetted againstimage sun, a the The first dark Indian barefoot showcases silhouetted woman, 54 The first woman is dark, the second light. The first is presumably working 34 CEU eTD Collection the ideal of a developed nation has no space for poverty. Whilst this may be self-evident exemplifies that andpatriots of nationalists invocation by Bachchan’s a Westerner.” together fact, put cinematically and conceived been has it writer, Indian an by anovel on based although . nationalists recognition. The and patriots story has earned Hollywood because,only [a] Third World dirty nation underbelly developing andamong causes pain anddisgust he is called, wrote in hisin blog early 2010, and said“Slumdog Millionaire projects India as India’s best-known elite andlong-time legend, Bollywood Amitabh Bachchan. The Big B,as 3.3 BollywoodandIncredibleIndia it and elites brandersprotect dowhatever will image their takes to in world.the Through the wide discoursemannersin previously unforeseen, retainorder to their of understandings their space. in which this imagebranding process became more crucialeven for Indian elites manageto and in negotiate is managed, we comeMumbai terroristto see attacks, how arguably India’s the haunts of India’sby movies such as elite, and Bollywood’s elite, that the is crucial whenthe of image It campaign. goals the precisely the impaired of India becomes andprojected hence, inextricably linked with confidence,expressing wealth, andinfluence as of India isirrevocably limited in understandingselite ofhow India should actually be perception the how highlight chapterwill “reality” of This the India. consciously propagates nation branding landscape. back of “reality” dialoguepositively Bringingconversations to the the empty on is importantwithin a enlightening,cast and or “real” Indian,enlightened reality the the projecting of because India’sbeingdo able to yoga. elite, her. The enshrouds second woman is cool, calm,invariably, with collected, luxury and the of as a reflection of their own reality, Slumdog’s Slumdog’s terrible reception in India be highlighted can perspectivethe through of andkeepinline of campaign, India Incredible with the These imagesareemblematic Slumdog Millionaire , andhighly suchtelevised events as the 26/11 35 CEU eTD Collection in the film. in the just inferiors, by used of feltviolated by impoverished title as the projection themselves the marginalized India’s that shows Iam of “IIndia” aSlumdog, not future am the placard, negative impact on impact image India’s on negative destination.brand Because of asa safe and tourist high-end of inelite tourists weretelevisedIndia, inlate 2008,creating extensively asecondpointof hallways the Bombay- in hotels Oberoi and Taj the of shootings the India, of imaginary place negative the of effect an had film the that note to important is it Whilst India. in the shame national and of controversy became apoint worldwide, acclaim critical which received rights.human their violated dogs as in slums Hepeople to referring claims hasVishwakarma realities. filed elite in India’s lie just not did a criticism the and lawsuitincensed, were public India’s of sectors demanding“Don’t call us dogs”and“I not aSlumdog, am Iam future” showcaseIndia’s howvarious the title with likeled Vishwakarmaactivists in read, Tapeshwar that protests placards Dharavi, of the film be changed. 56 55 screening of state ofin Bihar India, slum dwellers word"dog" objecting attackedto the acinema production of this film. the after which andexecute, subsequently done project,was in market, to order internalize, progress by presenting the western view of India, a viewpeers. Additionally,in this perspective wefind Bachchan that is lamentingthat thelack of the Indians themselves western its of needshadow constant tothe in is him, to according which world, cinema Bollywood lost uponhis audience. Bachchan’s belief Bollywood of is an inference to legaciesthe of the that Bachchan seems to be narrating a fantastical projection of the India he occupies is not Chitra Divakaruni, “The RealRoots of ‘Slumdog’ Protests” in TheNew York Times, February 20, 2009 CBS news, “No Love for SM in India.” January 30, 2009 The criticism surrounding the film the surrounding criticism The The widespread disapproval The widespread disapproval of Slumdog Millionaire on on January 23, 2009. Slumdog Slumdog Millionaire 36 is not limited to Indian elites. In the eastern the In elites. Indian to limited not is 55 by organized dwellers, Slum showcases how the film, the how showcases 56 The telling The CEU eTD Collection horror, usually in Hindi, but recently filmproduction industry in have world,the with genres ranging from comedy and fantasy, and also been used to describe the Tamilgenres in films present byan 1200 over produced isindustry which termed the largest films of the presented in notitsallowdoes image is forideas term voices diverse that the recovering and a totalizing Bollywood films. “Bollywood” them. of have others is a is messageisKazakhstan, the clear:acountry notalways abletomanage the perceptions diverse term to describe the variety of chain-saw bearing violent freaks, or the negative place-branding of film of the negativefreaks,the place-branding or violent bearing chain-saw the negative the perception of Slovakia evidencedby filmthe sense, the Bollywood elite, in as Bollywood holding the hegemonic roleinIndian cinema, and of managingIndian elites, in this the Indian image in imagea negative for India canbethefurther by seen factit the disrupts that rolethe of world. As was apparent in industry, of whoarepromoters Incrediblethe brand.in India Theof role sustaining Slumdog some of the mostIndia’s vocal international answers inpoverty is a waythat absolutely alien advertisingto the campaigns by produced Incredible efforts. abject shows and toThe distinction, class on focuses itIncredible backlash,because particularly brand, Indian the on as it is, occursIndia primarily are within theIndia’s hands elite, andof the Bollywood as the film actors whohave actors- vocal forms been thedamage about other media,that of visual such duration of games.the The brand ambassadorsof campaign this are invariably Bollywood peddlers monkeys, with rats and snakes, and dislocated beggars these into prisonsfor the beggars $65million together cityscape,which allocated cleanupand dollar was and grouped of “pollutants” sweepof anexpensive itsof the mostcleanup campaigns: controversial launchedone from Games, India the earnings tourist expected and highmedia the attention To suggest thatall of Bollywood is involved in saving or branding India or in Slumdog Millionaire has created for India. 37 Slumdog Hostel has created anegativehas impact created , which projects Slovaks as projects , which Borat on CEU eTD Collection showcases the“real” India without glossing over contradictions the of fumbling-our Live Peepli India, of Times the to According Rizvi. Anusha by directed and written was stream of streamingimmediate asearly as January By 2010. still one has contrast, topay to doa live as the other two films film’s longevityin in the Box Office, thenquestion, itis of note that despite not raking in as much money the filmimportant when looking ata film’s longevity, if but was ispopularity ameans of deducing the being showed for areparticularly distributivemillion practices Of course, grossing worldwide. $1.79 free on Netflix.com grossed $2.79millioninreleased 2009, for butdidmuch better outside inIndia, India, of film, The dreams. their compromising means it if even class, in their depicted boundaries the outside step to not them reminding characters between conversations ample with relations, society, unable of variousIndian strata lives of intersecting across four people the and Bombay’s cityscape of dirt and grime the todepicts star, is a Dogra which of meet Diaries”), “Bombay English, with theirThe first dreams. film, reside. Indians DhobiThe filmGhat majority class of working wherethe Jackson Heights, of New York’s theaters movie cramped (literallysituates translatedindeed emerged since 2009, withpoverty Indian films being screened notonly in dinghy the and inas “foreign”films to made reacting such as “Laundryterms of Slum,”class wouldWhile it romantic comedy. films tosuggestthatIndian Indian beare simplistic or as it is narratives India inof high films grossing explode seem that to theimage of traditionalthe known in AamirIndia’s brandAmbassador Khan, whoseproduction produced house A-Rated three theintentsFor of IuseBollywood films project, this inthis contexttodescribe of the work Bollywood). from itself distinguish to “Tollywood” title the for vies currently (which South Peepli Live, Delhi Belly releasedin 2010, or of Peepli Live. is a comic take on the farmer’s suicides in India, and inIndia, suicides farmer’s on the is take a comic Slumdog 38 , a new generation of Indian films has films Indian of generation a new , CEU eTD Collection valued and cannot be breached. The role between the two industries has recently been industries has recently two between bethe role breached. The andcannot valued and are real is the was toshowcase India, this India where andhierarchy one discussed class filmsas theones such of Khan’s endorsement Amir context, India.In this “new” the in of is indicative they promoting and role seethemselves finance the projects they the actors, corrupt alliance of thieves, where besting each other takes on the style of a Western. usually ashomesrepresented in India, and instead showcasing thelives of rich Indians as a moats Scottish taking the is about Belly Delhi mentioned, films I other tothe two contrast In India. extravagant an of backdrop the amidst scavenges, and scams in diamond caught Amir Khan Productions, the film depicts the “new” Indian reality of the upper middle class, 58 59 Millionaire/movie-review/4018046.cms review/6298078.cms 57 Belly 6.38 million in its first weekof screening in India andmillion US$ 1.6 abroad. India. of Times foreigners, orus, rich,the who versusthe poor, doknow not English, and read not will The of them, the or Indians, isus, the of perception the Whether with perception. this cope boundaries by created Slumdog’s instilledproduction anotion of India that was unable to Just go for poverty porn, Indians should watch go Slumdog because“Forget Us the versus Them debate. the pure same author of this critiquecinema had remind to instead Indiansthat of declaring as Slumdog experience.”word used to specify thegoes with it. distinction betweenbumbling democracy getting or overtly sentimental garibiabout and the attendantgrime that classes in Indian society. It is ironic that the Nikhat Kazmi, http://en.wikipedia.org/wiki/Delhi_Belly_(film) Nikhat Kazmi, worldwide. grossed million $16.3 The brand ambassadors for the Incredible India campaign are invariably Bollywood invariably are campaign India Incredible the for ambassadors brand The Delhi Belly, 57 Garibi is the Hindi word for beggar-like, and it is of note because it is the only http://timesofindia.indiatimes.com/entertainment/movie-reviews/english/Slumdog- http://timesofindia.indiatimes.com/entertainment/movie-reviews/hindi/Peepli-Live/movie- , August 12, 2010. releasedin was screened2011, in and Square Times theaters, grossed$ , January 22, 2010. 59 under films produced A-Rated thethree of One 58 39 Thistelling statement symbolizes that the Delhi CEU eTD Collection the beginning that they didinterviews with meSunil, whotold the branding made architects aconscious from decision not want “backpackers, as they are a burden to the system.” In 60 poor.” or are rich, they whether of kinds travellers, “focusesall on campaign India Incredible the that China, and to theAmbassador me Deputy prior tothe United to that, toldAmbassador States flights, and hotels thatitaimed toprovide the for consumer. Krishnan Varma,former Deputy Incredible, and the Indian Tourism ministry worked on improving the infrastructure, roads, of “deliver” product to promised the was goal the campaign, the executing Silicon Valley. In was to incite a shock factorin shifted earlyyearsviews the that of elite.the of suggested Thapur India’s campaign the to in the consumer,four films and are toseen carve in such recognitionjuxtaposition to eachfor other.India The beyond 3.4 Whoisthe Consumer? consumer, I would suggest, has behind IncredibleIndia. architects given be recognitionthe toldfurtherto about opportunities topossibly with correlate the filmmakeror the behind 83 the submission to India’s internationally with India’s only film to be recognized showcased been has who filmmaker a for thus farindustry, film in the the within even Sundance that shows statement Film Festival, film-makingeven the about told art of opportunity, the Indian cinemasuffers.” Thistelling made by They ministries. the madeare by andandartists if directors, are film not directors Live, she was absolutelypromoting Incredible India through film.When I spoke with Anusha Rizvi, director of Peepli unaware of this MoU, Memorandum Understandingof with Ministrythe Culture,of suggesting apartnershipin and was indignant,solidified. On February 17, 2012, Ministrythe of Information and Broadcasting signeda because “films are not Interview with author, April 27, 2012. Given that Bollywood films are a form of entertainment, it is interesting that all the all that interesting is it entertainment, of form a are films Bollywood that Given 60 This diplomaticto the question wasdispelled answer ofmy course during the 40 rd Academy Awards, has not even been even not has Awards, Academy CEU eTD Collection 62 61 waresasIndian.” off pass their Bangladeshis the for anIndian meal,andworse, same a high-end manner,andwhereas mealsI enjoy Icannot do$500 Italian inManhattan, the testament of this fact,and Sunil insisted that “itis insulting that Indian is food branded not in beautiful aerial view he now has of the Delhi landscapethe out from the pointing by new offices India “new” the of of Ogilvy as his commentary interrupted Thapur Delhi, Central housein andthey Varma metmeathisheavily what manicuredandtastefully decorated do. is elite the what understand and with engaged already have travel, to ability their of because They, foreigners. with interactions personal own in their and vacations, personal own in it in houses, because their wants, emulating own they consumer their are already “foreign” high-end the what know already they and elites, are Indians these doorsteps: their beyond advertising gurusin charge of advertisingthe campaigndonot even need tolook too far individualswhite-collar are,and what they would want tosee.In doing so, Indiansthe these who indefining lay consumer the Defining India. of elements commercial the to add to power the and money has is traveler ideal the that element, crucial one highlight campaign Each of the three groups of travelers targeted consumersthe beingtargeted: in the earlyThe is focus class manneroutlined ina instark Amitabh Kant’s book, where Kant describes years of state. southern the to backpackers carrying flights charter stop was to inthestate, tourism the Incrediblesuccessful “God’s Own brandingCountry” campaign has incited unparalleled levels of India conjunction with this, one of the first steps taken by the Government of Kerala, whose references to Bangladeshi food, which is not dissimilar to the wares found in the West Interview with the author, April 25, 2012. 25, April author, the with Interview Kant, 15. x x x Target Persons of Indian Origin (PIOs) in the US and Canadian markets. Convert business travel to business-cum-leisure travel; for avalue-based married, segments strategy; educated, white-collar forty well- affluent, of agegroup Target sixty-fiveyears the to belonging to 41 62 61 The CEU eTD Collection 63 India was bombarded negative with branding because moviesof like is Slumdog, further the global amidst financial crystallized campaign this that fact The ambassadors. brand India’s crisis,of distinctiveness in the wake of the Mumbaidistinction, anditis this distinction, which highlighted,alsowhen highlightsand the asserts terrorist attacks, beyondand beinglabeled as just any orany dancer yoga instructor. Theirforeignness at a time when themselves,it andfurthermore,is through theirforeignness, they that are able moveto operators. They occupy,individuals are exemplary in that they have either embraced Indian dance,yoga, or are touristin other words, see inspection, Upon closer we these of from groups away people whostay the back. the same artisticlook, itor seemssocial to do realmsso by completely as elite alienating Indians thethat stated their country initialof birth, followed by text that said ‘Motherland: India’.” ethos of the campaign,whowe felt couldbe culture. ambassadorstoour The creativeidea employed asimple device to move ones the toselect process “afrom careful individuals these have selected to claims campaign bug’. Staying back is prompted by a decision thatwill change theirlives forever.” The it intoassimilated their being.Asopposed to those who’ve simply being ‘bitten by India the campaign of 2008/2009 highlights “the peoplewho’ve truly embraced theculture and tourism Indian the so, doing In Indian.” “venerable the projecting of means a as Indians, foreign-born of projections the on focused campaign the inception, brand’s time since the first For the themselves. theelite Indians bearguably could campaign India Incredible the new reality of the the India. of lawns, areartifacts manicured pristinely competitiveness a that isplacedBengal of hierarchy state showcases what isIndia and on actually “Indian,” and symbolic capital such as modern high-rise buildings, as well as www.incredibleindiacampaign.com The campaign settlers, highlights anditdoes so in complete estrangementand atfirst Coming back to nation-branding’s reach, and the consumer it targets, the reality of 42 63 is their CEU eTD Collection Photograph Photograph D: Yoga “MotherlandInstructor, Indiacampaign” 2008/09 Photograph C: BharatNatyam “Motherland IndiaDancer, campaign” 2008/09 late as May me2012, told they shunto wanted from Indian soil. elitist status, even if it is throughproof to howsome Indianswhatever will project it toretain takes, statusquoof the their embracing the consumers who stay, a group they, even as 43 CEU eTD Collection narrative of elitism, portrayed throughout the campaign, to retain its flavor, and for Incredible meta- the allows iswhat marginalization This marginal. as a narrative of possibilities is newsupport commercial engender italign India activity, “confident” the as to to any other campaign is. Itis asmuch for retaining andbolstering theelite’s perception of themselves, to campaign lies itsto consumers about the product it hopes to deliver, and who the target of the the sense, this In in projection. least at then in reality, if not consumer, the of imagining highlightimages I films and brand. resulting The the against of narratives action their own create show that a throughcomic a violation of what renditionthe elite Indianlandscapes of Indeed,itisIndia. is image this when whether movies, polluted, through or imagines as real, that Indianof elites onethingThefocus glossy very becomes andempty isonthebeautiful,clear. posters, vast, Indian are pushed to realities is Conclusion:of 3.5. Representations the “Real”Indian warranted, E:Tour Operators, IncrediblePhotograph 2008/2009 Campaign IndiaMotherland and so is a re- When looking at the visual and copy of the early Incredible India advertisements and advertisements India Incredible early the of copy and visual the at looking When 44 CEU eTD Collection on on ground. the reality the with aligned not is highlight I that interviews my as and films, as such expression India, toretain its brand personality, aswelcoming, whereas other discursive forms of 45 CEU eTD Collection 65 of Tourism, Publicity, Events and IT Division, p. 2. Retrieved 2012-03-18. 64 a conscious decision was taken that campaignthe had tomake and astrong compelling attack, “After Mumbaifor Ministry the of Tourism the Joint-Secretary the wrote, terror then “social awareness.” increasing was differentiated fromGod,” international the undertheguise andintroduced campaign, of is “Atithi Bhavah,”Atithi) “The campaign,Devoh Guest or titled, (henceforth provocatively a “new” flavor in 2009, when US $12million was allocated toitfor its yearly Thisactivities. “local Certainly,aimed at while itwas in this campaign in tourists.” existence received2005, including New andYork has Rome, since its 2005, extended inprojects a domestic campaign 4.1 TheBackground 4. Attaining Izzat: A Tale of Reputation and Godliness elites. Additionally, it was months until the Commonwealth Games in India. Leela Nandon, Leela in India. Games Commonwealth the until months was it Additionally, elites. Slumdogafter Millionaire won 8 Academy despite Awards criticism from several Indian month one and campaign, India Incredible foreign in the partners and stakeholders primary of brandingwas history.months It three after Mumbai the Taj and Oberoi hotel bombings, sites behavior towards foreign tourists.” improve needthe the aboutto public general the “stakeholders and awareness among Thefocusin stakeholdersinhowbeing totreattourists. was 76,000 trained creating March January March2005, andNovemberto 2005to 2006 respectively, with approximately Kant, 56. http://tourism.nic.in/writereaddata/Uploaded/Tender/022820111210812.pdf The international campaign of Incredible India, which has 14 offices worldwide The relaunching of The relaunchingin Atithi of the a significant in time at campaign, 2009 came India’s 64 The first and second phases of Atithi campaign ran from 65 46 . Government of India, Ministry of India, . Government CEU eTD Collection Magazine, University of Southern California, Department of International Public Policy, retrieved 2012-03-21. 66 more widely on promoting national aconcrete identity whereby poorslum-dwellers or person elite focus narrow in essentially perceptions of ideals whosepolitical a very India population Projecting and disseminating only superficially masked as “marketfundamentalism,” toborrow from Sue Jansen. is campaign the domestic the disseminating of image process the identity, national Indian ofunderstanding India in the global specifically normalizingat andweaving the Incrediblecontext India campaign as integral to is located withinthe Bollywood industry, as well as the introductionthe of specific domestic campaigns targeted explicit social awareness agendas. Iargue that because of the involvement of key members of have to context, Indian in the least at intended, is it and policy, foreign and domestic of form is asa nationbe canindeedhere conceptualized that branding The assumption campaign. isIzzat lost. in allowing elites toregain control country’sthe honorof and reputation in a setting where itfocusjustinprovides not Atithi thespacelocals, but for the that educating campaign to on concept the of takesonnew notion includea country’s direction, Izzat, the and unparalleled whenislocals. by enlargedto Isuggestthat Izzat the projected and internalized, inculcated, be in to andmustbetaught, order bettering social competence, as ameans one’s of is andhowIzzat constituted honor, always and loosely asreputation of termed context Izzat, answer one this, mustlink the messages by propagated campaign,the it and situate within the domestic branding campaign’s website isin signing pledges to guesttreat the well? To be needed something addressed,particularly to focus which of the when even today, the evenwere not butPakistani.Why Indian, then, waspoverty suddenly being as privileged primarily targeted Indianto the the population,involvedterrorists whereas in bombingsthe statement about the entire country.” http://publicdiplomacymagazine.com/incredible-india/ Reputation management is internalized as a primary objective of the Incredible India Incredible the of objective a primary as internalized is management Reputation 66 What is ironic is that the advertising campaign is campaign advertising the that is ironic is What 47 Incredible India by Leela Nandon, Public Diplomacy CEU eTD Collection Indians to appearrespectable." Indians to the values of respect and cordiality, which “if followed in letter and in spirit,” Atithithe astrategic highlights, sevenpointstrategy website allowhas “inculcate beenoutlined to for those constrained byacan person’s becaste, a negotiated country’sthrough Izzat.Forexample, as at person beginning.the InIndia, movement the between groups, as much as itmay be in the present not was it if even negotiated, and attained be can Izzat one’s in that nebulous classes, hence solidifying thestructure of class structure ifis managed. Izzat not Itis moral own is measuredprestige againsttheeconomy, whereby prestige one’s other of of isa Izzat aconcept least. inthe to explain concept is adifficult Izzat body. of a woman’s desecration a through pollution connote may usually and planes, many on rests honor, family 68 67 usage of Hindi establishes an “Indian-izing” of Englishthe and concepts, provides the inThe language in theprocess hereis described executing Hindi of either The English. or “restore the honor of our country in front of the world.” be ableto acrucial to Atithi as conceptualized element claim was campaign’s that architects campaign. tothe flavor an Indian andcreating “God” suchas“Izzat,” using concepts is aberrance to this image. This reputation,in order to be managed,must beinternalized by www.atithi.org www.atithi.org 7. 6. 5. 4. 3. 2. 1. Izzat is a concept that is not far from the imagination of the brand architects. The isimagination of brandis architects. the from far the not Izzat aconceptthat Swamitwa or Ownership: Adopt the Atithidevo Bhava movement as your own, fellow Indians, for Indians, many livelihoodsfellow dependent are own, onyour tourism. as movement Bhava Atithidevo the Adopt Ownership: or Swamitwa programme. Bhava Atithidevo the undertaken tocreate general awareness among the public about the necessity and the benefits of Samanya Bodh orGeneral Awareness: The mass media communicationcampaign will be had. they’ve experience the and received have they service the about tourists the from feedback Obtain Feedback: or Pratipushti programme. training the in times Pramani Karan orCertification: Certificationto ensure that standards shall be maintained at all e.g. awards/recognition for bestthe worker inthe segment. Prerna or Motivation: Motivate people to participateindustry. inservice any this in programme through oftruth’ various ‘moment the measuresforms this as Prashikshan or Training and Induction: Teach people how to approach and interact with atourist, industry on how eachone of them contributes to the growth of the tourism industry.Samvedan Sheelta or Sensitisation: Educate various sections of the tourism . . 4 8 68 67 Honor is a form of Izzat. Izzat , or CEU eTD Collection 70 69 an iscreate environment that viable. and constrain, sustain to they because areable precisely aregiven authority residents the India as being devoid of capabilitythe of understanding theirIzzat. Within own context, this The example India. ofIncredible branding in therole key the play to stars, “Guest Bollywood its elite, prolific most is God”India’s to turn campaignarchitects branding nation educate, to and inspire, to in order how showcase has racial overtones website, Atithi the on Indian, generic the and ideals religious between marriage The that situate the poor picture. into comethe parents as one’s aswell teacher the guest, it: the before to of priority of sentencethe sequence showcasethe of whichgroups are privileged asgod may have alevel isisis the teacher[and] guest Theentitites god, god, in the god.” stationingof different the father the is god, mother “The as translates this Literally, bhavah.” devo atithi bhavah, devo groups of people who are god, when it says,“Matru devo bhavah, pitru devo bhavah, acharya of Taittiriyathe Upanishad. TheSanskritic text of Upanishadthe four different highlights 4.2 TheBrand asGod Ambassador of a country. and seen awareness are as ameans and foridentifying one’s success the inseparable of Izzat, forframework understanding one’s Additionally,own Izzat. induction, education, training, the divisive factor cited divisivefactor the in Indiathe campaign, whichleduptoDavos. v/sIndia Bachchan recites: ranforthat the whole yearof 2005. Walking across RajivGandhithe Sea LinkinMumbai, age in moviethe industry assures a sufficientaddress urbanity to nationthe in advertisements lyricist penned a poem that was read out by Amitabh Bachchan, Bollywood legend, whose Mehta Karia, 8. Karia, Mehta Bollywood stars have long played a role in India’s branding efforts. The name of Atithithe Devoh Bhavah campaign is derived from Hinduthe scriptures 49 69 been has Izzat 70 Bollywood CEU eTD Collection 71 being educated. and between those educated the educate, creating andclasses dichotomies knowledge to the possesses in who in understanding natives the within even exists a hierarchy native, imaginingthe of andbecause eyes nation, the the through messageis the the of delivered an andultimate imagining implicit within the wordsof slogan this ahierarchythat in exists inbecause context this is he/she likened to creator the of universe.the words, In isother there tobe guestisthe therefore guestis The different. bysheer supposed alsosuperior existence local, from as separate and the guest the native.situating By of the to that indistinguishable India is conjunction with several Thisnotcampaigns. role in bringingin brand in ambassadors Incredible a new in with role media, videosthe worked aseries brandto create in YouTube architects of short phenomenon. Khan’s classes. it for byits embrace out educated reality to carved needs the role suffocatingis that the narrative ofThe juxtaposition provided byBachchan dissenters tothe suggests voice of confidence are an of theelite new India. In orderBollywood to take over the world, actor,this new India is Mehta Karia, 8. Karia, Mehta the ravine and hesitating. The OtherIndia is looking up at the sky, and saying, it’s time to fly. precipice. And one India, a tiny little voice at the back of the head, is looking downat the bottom of But on. lurched sometimes cantered, now, and herself, dusted up and got over, rolled fallen, run, stumbled, in our sixtieth“rarelyinstead. them make History, that they say, is companies a badyearthe ever” motorist.out buys It but rarely goods, eversignals its intentionsforeign-made whenboycotts taking as longer a turn.no This that is that moment.a free newnation, India Historyis emerging. India are comingAnthe over to India,this side. And quietly, while the worldwhose is notride lookingis . . . Apulsating faith dynamic These turningconversions in are on thesuccesshas rise. With each passingfollows. day, India more andis Other more broughtThe people far leads. from the India othergreaterOne side of a thanpage. its hopes. fearIndia Other us The wants. India One of failure. to Forthe An India over IndiaOne edge lives in theoptimism of our hearts. The other India lurks in theskepticism of minds.our halfofchance.’ a first have you’ll yourself maybe then time’sand ‘prove says, India Other The a myself.’ prove century, I’ll and chance a me ‘Give says, India greatOne chance.’ a have you’ll first maybe then and ouryourself ‘prove says, India Other The myself.’ prove nation I’ll and chance a me ‘Give says, India One has leash. sprung, the is India Other The us. upon showering been recently has world the that adjectives the all to up There are two Indias in this country. One India is straining at the leash, eager to spring forth and live Indian Bollywood actor AmirKhan, who was hired to educate the poor Indian of their 50 71 CEU eTD Collection 72 follows: shown to be well-groomed. traditional clothing, suchas speak pants, English with a Britishin lilt andtheir accents, are wearing non- Indian,” if are portrayed of filmis they the subject contexts: a“productive the The text inthese westernizing emerges also Indian educated Thethemeof the miscreants. the of the mostwear traditionalpopular clothing suchof in from are irrevocably Khan they who videos: different the mischief-makers are darker, as dhotisthese and saris, advertisementsand are dressedshowcase that verythe of threat being Indianis essentially by challenged troublemakingthe without shoesadvertisements these of explicit most ifThe is un-Indian. they behavior such that aremoreover, is as showcases defacingthat buildingsis towomen being wrong, rude istourists deplorable, and he films: three in all same is the role Khan’s images. these follows Khan Amir monuments. tourists, pissthemes. on the sideOn oneof thehand roads, are spitphysically betel juice dirty on sidewalks, Indians andwho defacebreak nationallaws, try to cheat foreign ideal of ideal isof self-determination being actively perceived asbelonging in handsthe of the The seepossibility through God’s to eyes isin eyesthe through seeing of The superstars. the is shifted. conditionality of ideal the universality here the We that canseeashifteconomy. sense of a sense which pride, is of andidentity national comfort, boundupin Izzat the Additionally, word the used to describe honor is Izzat. Improving name the of nationthe is a in English. exclusively all almost are which years previous its in campaign India Incredible The isadvertisement entirely inin Hindi- contrast complete advertisementsto other by the http://www.youtube.com/watch?v=DfoW01bGJNM&feature=related The distinctions of havesimilar advertising campaigns YouTube of inthe classes The distinctions you on? Towards shaming your country or towards raising your head with pride? Take pride inbeing anpride? Indian. with head your raising towards or country your shaming Towards on? you with hard work and honesty, is helping improve the name of our nation. Whichside are someone who is degradingwho is nurturing the our traditions,name of and anotherthe is country,insultingon theour traditions. other whilst There sideis there someone Onis onesomeone is sideselling elsethere who,theis country'ssomeone who honor.is giving On one up sidetheir there life isfor someone the country's honor, while 72 51 . CEU eTD Collection which oneducation,rests family butalso to values, which are, ascan be elucidatedthrough andideals produce signal “modernity.” two these of markers the Both distinctions. class in creating generates and sustains economy economy of as the principles Izzat how moral/material the identifies economy. Liecthy both a moral by Khan,rests on material indicatedand economy, Izzat as In thisthe setting, 76 75 the term is translatable as Izzat in the manner it is used in India. 74 73 it. projects Khan of value.” hierarchies “contradictory pointsIzzat to oneself others. and between for difference reducing the mediatingthe ground andinclothes, is than is cleaner in locals, video. appearance, perceivedas the Education the how Izzat to ispinpoints video usedThis practices. colonial of models liberal to rational of measuremissions civilizing the oneself against goodof country. Indianis greater The the and asselfAmirperceived Khan evident, employs other classes of people.distinctions: nurturing/insulting, hardwork/degradation,life/selling giving up the honor of a Khan wears western good whereby propaganda, greater the of Indiansthe arebeing by fostered binary crucial India. of identity national the with “right” the thing, placinga thus value on agency the and identification rational the of choice do to “choose” can They themselves. Indian poor the of hands the on reliant being as identity national citizens measuring their success and Izzat among themselves. We see the ordering of Liechty 84. Liechty Liechty 83-4. Liechty uses the term as “Ijjat,” which is the Nepali way of pronouncing it. Even83. though Liechty he is using it thus, family’s efforts to negotiate membership in the middle class. Staking claims inthis ijjat economy is perhaps the key move anin individual’s or Furthermore, we see the transformation of a national campaign to the terrain of totheterrain campaign ofanational we see the transformation Furthermore, and of itself. Instead, they are the things that things the are they Instead, of itself. and in ijjat not are education and TVs, observances, ritual marriages, suitable propriety, sexual economy, social this In squandered. or preserved orlost, be gained can it capital. Through its constant telling and renegotiation, ijjat becomes almost tangible: economy of Ijjat; an economy in which honor or prestige is the central form of More than any other possession, the middle class is built around an around built is class middle the possession, other any than More 74 Liechty states: Liechty 73 Liechty’s elaboration on Izzat helps to situate how 76 Hence, symbolic capital is not only a category a only not is capital symbolic Hence, 52 give ijjat; they ijjat; 75 produce social capital. CEU eTD Collection their own powerinstituting and of exercising asameans class social their of “finesse” “share” the to of India within India. Within classes. economic this context, social negotiating avastvariety and of different of haphazardly modern subjects a nation it is project Jatra’s establishes these women They as “privileged.” underprivileged, are the hence not andwho subjects “modern” surprisingprivileging thesespeakersas Hindi. establishes Furthermore, Hindi stecontenders speakers that othersubject toscrutiny,furthering ideal the and scopeof Izzat beinglimited to those who speak butsimultaneously,showcases uneducated, the how orientation, becomes Hindi citizen only the speaking identity national of that particularly and identity, one’s with associated foreigner, groupsand withintherefore the society inare there that identity, current of national the Indian establishes itorder reasoning- didactic who validateshave alreadymore a than Indian, message becomes the Indian and non-educated educated the between the achieved one’s this Izzat, ownback tothe Indian andcontext, the educated and elite Indian alsoisthis God. By sensecreating a distinction reverence of for the is who whoone God, has the power to judge thenative.Indeed,being inbringing narrative the the civilized.is theforeigner because just native, the please, andnot to person the IS foreigner the such, Izzat as Hence, habits,please this poverty. erasing corrective theforeignerself through and to as a value inredemption currentthe of order Indianthe reality of poverty: and is that by changing the is there that assures and projects India, Incredible for ambassador an as Khan, campaign, attainidentity to particularthis By honor. insituating advertisementthe a Hindi national to own. one’s against a classes conscious Khan’sengagementothers’ examplethe of video,through demarcating of As Isaid before,stars perceive Bollywood it tobe their as duties responsible citizens aswe see, can beingIzzat, bebe to an own means seento one’s activeof negotiating can organize aninstitution forfor development the 53 CEU eTD Collection meet with the status of a person with Izzat. of a person thestatus meet with can whoonly be how on educated to behavewith foreigners,but by sheer existence,fails to the body and mindset of the average Indian. In this view, the average Indian is reduced to one from by very existence status, theirdifferentiated receives the asupernatural guest with God, is.Indian’s role guest is, the Indianidentity educated By equating the the what actually and from campaign. international separated andisthe domestic campaign, distinctly marginalization, whereby Hindi and English are usedas languagethe of executing the linguistic of notion the expands which is one dignity” “Indian increasing for goal and Theperception marginalized“dealing” with asasharedideal nationalism groups. of India’s understanding nationalism. ideologies and understandingsof identity. inparticularly it how has shaped country’sis the Izzat, notfar from agendas,shaping the 4.3 Conclusion campaigns totell stoplocals pollutingto the environmentand trashingheritage sites. brand endorsed Khan Shahrukh picture. the into come to begun also have stars Bollywood The slogan The slogan “The Guestis God”isloaded with a very specific of what understanding In conclusion, while impactof the nation brandingis difficult expoundto on, Social and ethnic marginalizations are perceived to be integral tobeintegral in areperceived marginalizations Social ethnic and Nation branding as an ideology has become key to key become has ideology an as branding Nation 54 CEU eTD Collection welfare, Lakshmihighlighted her that intervention resulted with Planningthe Commission’s social for funds allocate to year, this earlier in Delhi meeting Commission’s Planning the After life. social from marginalized iscompletely community the constitution, its in schoolingfor childrenin the the community,because whilst India recognizesa genderthird how highlighted Hijrahthe notreceivecommunity does any funds, for even primary When a prostitute. YoungChangemakers inMumbai,speaking atthe Conference she betweenbeggarchoose becoming a forced or to lifeeither where shewas one a privileged to of her family for herandat age affiliation, transsexual the of foundten, moving from herself Hijrah, aBrahminmember of community.India’s Lakshmitransvestite hadbeen ousted out 2009. after were readily online, available online searches, and would better havebeen informed if more information on campaigns inmy waslimited campaigns totheaccessIcouldfind ofcertain India’s research. My data is neededplanexamination toseehowlocal ministers to useit as an empowering tool for differentcountries. The Atithi maskswebsite itself as an empowering tool, butfurther in tourists to itself projects it how to country, own their in tourists to themselves projecting projectsFuture would be better informed by looking athow Incredible India focuses on context. nation-branding Indian the per creation, in brand process making inner-decision the constrained bynotbeing abletoconduct a thorough ethnography, which wouldhave revealed identity challenges this extremethey toprovidetake measures this control.was This project control, to athey are unable narrative, which or foreigners, Onceindividuals, assert. themselves as Indians,confident is an identity which they are willing go to tolengths to 5 . Conclusion Through the course of this thesis, I have shown how the Indian elite perception of During the courseof my interviews, an Ichancedupon one, Lakshmi with unusual 55 CEU eTD Collection and investment. for it attention togarner forsetbacks anunderdeveloped nation,continues travel, as worldwide, despiteitsinto project that should world,andthe images showcase India to begin these anditis feasible quite instead that of thevying for foreign attention of Incredible nations, the campaign ever try to sell its biggest asset?” Kant said that “a brand is what a brand does,” yourimageruin in world,the they toyou,will subjugated remain and your will.Why doesn’t make themfeel ashamed into doingyour bidding, and continue toassert to them that they director Anusha Rizvi told me, “The biggest asset of India are its own people. As long as you being consciousimage of the of impoverishedthe Indian as being crucial Film depict. to if notYet, for fitishope withthey there do narrative. national filmmakers future, the the them, belittle or images, those marginalize and image, Indian the to causes identity brand the society. in Indian individuals Izzat-less of paradigms the within remain will they Izzat, their improve to tools the given being or Izzat, inherent an without that recognize factthat even they not do see any changein occurringlives, andthat they their themselves marginalized communities, anger the at andfrustration being marginalizedis nuanced by the 77 that.” to just because we’re different. Such thingsus likeIzzat no wehave They bullshit. treat a India at Fuck allIncredible new age. arrived are just reality of the rich man’s India.me,told “Let’sdepressing nottalk about baby.is things,pretending about Tonight Indiahas Let’s drink foreducation women and children. for community in futureprogramming,” whilst actually listing budgetsfor improvement of lengthy includedreport just one line saying,must “Something be done for Hijrahthe Interview with the author, April 13, 2012. 13, April author, the with Interview The ideal of saving their reputation own causes elite to Indians overlook damagethe When asked whether the Incredible India campaign has touched upon life,her upon has When Incredible whethercampaign the she touched India asked 77 of spokespersons membersand for how highlights statement tellingThis 56 CEU eTD Collection Kant, Amitabh. Kant, http://www.youtube.com/watch?v=DfoW01bGJNM&feature=related commercial, Khan Aamir Bhavah: Devoh Atithi Liechty, Mark. 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