Govt. Plans to Promote 400 GI Products in India and Globally Through Mass Campaign
19 October 2022: DPIIT invites “Request For Proposal’ (RFQ) for empanelment of advertising and creative agencies“ The Department for Promotion of Industry and Internal Trade (DPIIT) has chalked out a massive campaign plan to promote over 400 Geographical Indications (GI) in India and globally. According to reports, this is a part of a larger plan to explore the export potential of GI products. This would further increase employment avenues for the producers and boost the economy’s GDP. DPIIT has been carrying out number of activities for promotion of Geographical Indications in the country, promoting GI and capacity building.
Geographical Indication (GI) is an indication that identifies a good as originating from a particular place, where a given quality, reputation, or other characteristics of the good are essentially attributable to its geographical origin. There are more than 400 GI products registered in India. Considering the enormous commercial potential of GI, it is important to focus on marketing, branding, publicity campaign and cataloguing of GI products.
In this regard, the DPIIT, under the Ministry of Commerce and Industry, Government of India, has invited “Request For Proposal’ (RFQ) for empanelment of advertising and creative agencies for Geographical Indications (GIS) Campaign. The project involves planning, design and execution of 3600 mass media campaign and event management including overall branding of GIs in India across all prominent mediums, interactive marketing including Point of sale displays, Road shows, Car show, Product demo, Free product trials, Celebration of GI Day, GI fair, GI awareness campaign etc. Moreover, children and youth that comprise more than 65% of India’s population and are the future of the country. Hence youth population is being targeted in order to inculcate the habit of using/consuming Indian GI products in them at a tender age.
From the printing industry point of view, the campaign will require Brochures, booklets, leaflets, pamphlets, posters, training material, any other mass communication material, newsletters, handouts etc. – Backdrop, standees, and other publicity materials for events, Outdoor Media – Hoardings, banners, bus/train panels, bus shelters, panels & posters in metro rail and metro stations, railway stations and airports, illuminated signage, wall paintings, display panels, Point of sale displays, Tableau of GI for road show, pathway décor (Props, Flags, cutouts), etc.
The campaign will portray the uniqueness and strengths of these GI products, including highlighting the intrinsic craftsmanship and extraordinary skills. Branding “GIs of India”, as they represent India’s rich collective intellectual heritage with reputation intrinsically linked with a long tradition of excellence in producing and making unique high-quality products with extraordinary skills and craftsmanship, unparalleled in the world. These products are symbolic to the Indian culture, tradition and civilization.
The target audience for the promotional and awareness activities for GI undertaken through this engagement would primarily fall under the segments such as GI product producers, manufacturers, artisans, weavers, craftspeople and farmers and General Public of India and Abroad. The promotional activity involves TV, Radio, Print media, social media, etc.
