VOCAL FOR LOCAL: A SELF SUFFICIENT INDIA

The COVID-19 pandemic halted supply and value chains abruptly, bringing global production levels to a standstill.

- DEAH BAPULI

In an atmosphere of breeding uncertainty, small local businesses need more support than ever before, being one of the primary shock-bearers due to the pandemic. Indian Prime Minister’s ‘Vocal for Local’ campaign renewed optimism among Indian brands, who quickly took the cue and aligned their brand reputation with the campaign. Big Indian players re-fashioned their marketing strategy promptly and their sales pitch now focused on ‘Indian and Indigenous’ as big themes. While the ideological foundation of the campaign is not novel, we remind ourselves of the historic call for self-reliance through the Swadeshi Movement of 1905. After a century, India’s vision for self-sufficiency has come to the fore and gained prominence through campaigns like ‘Make in India’ (2014) and ‘Vocal for Local’ in 2020.

Brand Identity and Ownership