"In the competitive world of ‘emerging nations,' there are limits to how much Brand India can sell itself without actually building an equitable country."
Success of the nation is now increasingly measured on its ability to attract foreign investments rather than welfare of its people and territorial security alone. Thus, the intense focus on creating attractive images of nations as worthy recipients of the global investor's attention. The Hindu : Opinion / Op-Ed : Dazzling images do not a shining nation make
The India visible in the branding images primarily exists in the consciousness of the elite. While this vision is a powerful tool to attract investors and tourists, it is also its biggest weakness. Absent from the frames is the "other" India — the poor, and all that is un-beautiful — the ruptured body of the nation that has not only failed to "catch up" with the progress, but in fact is seen as holding the nation back in its journey towards prosperity and global power.
As the novelty of dazzling image campaigns levels out, India might need to rework its agenda — to focus on the actual production of a prosperous and equitable nation, rather than producing merely images of it.
As the novelty of dazzling image campaigns levels out, India might need to rework its agenda — to focus on the actual production of a prosperous and equitable nation, rather than producing merely images of it.
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