With an aim to develop a premium brand around Indian GI products, promoting them as niche products, the commerce and industry ministry is planning a multi-media campaign to promote over 400 GI (Geographical Indication) products such as Darjeeling Tea, Chanderi Fabric, Mysore Silk, and Kashmir Walnut Wood Carving. It added this would further increase employment avenues for the producers and boost the economy.
It stated the Department for Promotion of Industry and Internal Trade (DPIIT) intends to empanel one or more audio-visual agencies to carry out various multi-media campaigns, production of advertising and promotional materials on a regular ongoing basis. The agency will also support the department in scaling up the GI campaign through manifold interventions, considered important for building a strong GI ecosystem. Work for the empanelled agency or agencies would include production of films, documentaries, sponsored AV (audio-visual) programmes, AV spots, and production of short videos.
Moreover, it mentioned considering the enormous commercial potential of GI, it is important to focus on marketing, branding, publicity campaign and cataloguing of GI products and this can be achieved by use of e-business tools, communication technology and development of web portals. Explaining the purpose of the campaign, it said effective communication is the key to successful design and delivery of government projects and services as it plays an important role in helping all stakeholders understand their roles and responsibilities in project life cycle.
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