THE MAKING OF BRAND

Marketers are playing a pivotal role in reshaping India's global image through purpose-driven campaigns that reflect the nation's aspirations. As India moves towards becoming a Viksit Bharat, Brand Bharat is emerging as a symbol of innovation, inclusivity and cultural confidence

- By Soumya Sehgal Bhutani

INDIA'S TRANSFORMATION in recent years has been nothing short of remarkable, spanning infrastructure, the digital economy and a thriving culture of entrepreneurship.

But beyond these visible shifts lies a deeper, more nuanced evolution: the reimagination of India by the world. This renewed global perception has been shaped not just by visionary policymakers and dynamic industry leaders, but also by the storytellers, marketers and brand custodians, whose creativity and intent have amplified the nation’s voice on the world stage. Through iconic, pro-nation campaigns like Make in India, Digital India, and Incredible India, they have elevated the country's brand equity, transforming India into a symbol of aspiration, innovation and promise.

As India sets its sights on becoming a Viksit Bharat (Developed India) by 2047, marketers are asking an important question: What does Brand Bharat represent in this new era?

A Decade of Transformation

The definition of ‘Brand Bharat’ today has moved beyond heritage and tradition, to that of innovation, ambition and resilience. The past decade is a testament to how Brand Bharat has evolved from being a symbol of potential to one of performance. From space exploration to startup innovation, India’s narrative has become more assertive and aspirational.

Gunjan Khetan, Director - Marketing, Perfetti Van Melle India echoes the same sentiment, agreeing that India now stands confidently on the global discourse. “The rise of India is being fuelled by a potent force: aspiration. Across metros and smaller towns alike, people are dreaming bigger, aiming higher and demanding better. This widespread aspiration is not only reshaping lifestyles but also directly influencing how and what people consume," he says.