We will need to leverage our ‘soft power’ to become a ‘super power’

“My government’s endeavour would be to create such an atmosphere in the country that …the talent in the country should work to prove that we are unparalleled in the world.” – Dr Manmohan Singh, Prime Minister of India

As an Indian, I have been witness to innumerable depictions of India - nation of snake charmers, an insular socialist economy and a resurgent economy. National image is a strategic choice rather than an accident and increasingly important with the increasing interface of the brand India with the world. So what should brand India be to the world? We looked back to look ahead and our study revealed three distinct phases of the evolution of brand India.

Colonial India: exotic, earthy and vibrant with a nationalistic and multicultural personality. However, it remained the land of the snake charmer.

Independent India: socialist, agrarian, austere and largely socialistic. It was seen as narrow minded and insulated.

Resurgent India: a blend of the modern and the traditional. The average Indian is dreaming big with a groundswell of pride seeking social, economic and geopolitical recognition.

As the world acknowledges India’s tour de force, brand India is at a cross-road. We can either be a ‘soft power’ blending tradition with confidence or be arrogant ‘hard power’ with ‘with us or against us’ approach.

As government, corporate or individuals we need to either emulate the persona of our biggest role model, Sachin Tendulkar, confident of his expertise but nevertheless a fierce competitor who plays to win but is a picture of dignity and humility which commands respect or display arrogance of our power and invite suspicion and apprehension – a possible trigger for attacks against Indian students in Australia.

Brand India should certainly strive to be a ‘soft power’ with a focus on equitable & measured growth, value diversity and balance economic power with a deft yet firm geo-politics.

The real measure of success for brand “Incredible India” would be how Indian in general are “valued and welcomed” around the world while India takes its place as a permanent member of the UN Security Council.

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Tags: brand india, branding india, colonial india, dr manmohan singh, increadible india, independent india, indian prime minister, indian students in australia, resurgent india, sachin tendulkar, un security council