Rediffusion Y&R executes integrated campaign for ‘Make in India Week’

17 Feb,2016

By A Correspondent


The ‘Make in India Week’ being held from 13th Feb to 18th Feb 2016 in Mumbaiis an event showcasing India’s potential in the manufacturing sector. It is a global platform offering unparalleled opportunities to connect and collaborate with Industry stakeholders, investors and think tanks. It is also a great forum for exchanging ideas with policy-makers and an opportunity to understand the latest government initiatives.


Rediffusion Y&R, the agency tasked with the communication mandate,was briefed to welcome the world to the ‘Make in India Week’. With this brief, Rediffusion created a unique symbol – The Laman Diya, a representative of auspicious beginnings, peace, prosperity and growth.The idea behind this Diya design was to connect the elements of the ‘Make in India Lion’ with the Diya in the Government of Maharashtra and the MIDC logo. The concept has been extended to TVC, Outdoor as well as the life-size Installations.


The second task was to build the Magnetic Maharashtra brand and promote Maharashtra as the leading investment destination for potential investors globally. For this Rediffusion Y&R conceived and created aunique campaign putting forward a 360 degree support; right from TVCs, print campaigns, AVs and outdoor.


The brand film for Magnetic Maharashtra features Sachin Tendulkar, Madhuri Dixit and Shankar Mahadevan highlighting these aspects that Maharashtra offers to its investors and concludes with the line “Unnati ka Savera, Magnetic Maharashtra yeh Mera”.


Pramod Sharma

Having worked on this campaign, Pramod Sharma ECD West, Rediffusion Y & R said, “I have been born and brought up on this great land called Maharashtra. And working on something as big and diverse as Maharashtra was a privilege. Deadlines were mad. Work had to be created and presented in almost impossible time. What kept us going was the pride to work on Magnetic Maharashtra. My complete team is to be given the credit for pulling off this outstanding campaign. I hope this campaign does wonders for our state and ropes in enormous investment and business opportunities.”


Dhunji Wadia

Dhunji Wadia Group President, Rediffusion Y&R quotes “I thank the Government, CII and MIDC for giving Rediffusion-Y&R this opportunity for Maharashtra as the host state to welcome the world and through this effort showcasing Maharashtra as the ideal destination for investment before a global audience.”


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