Yes, brand versatility works: Delhi’s roads & airspace to Mumbai choked as MII Week opens today


Brand Versality MII Mumbai

Everyone who is someone in GOI is in Mumbai. For the past one week, the secretaries, additional secretaries and joint secretaries concerned have been rushing and clearing files as they are all lined up to ensure the success of Make-in-India (MII) week, which is being inaugurated by Prime Minister Narendra Modi in the company of his Swedish counterpart Stefen Lofven who is leading a big team of industry and officials from his country.

Success speaks for itself.  Following DIPP Secretary Amitabh Kant’s (IAS:1980:KL) post-retirement appointment as Niti Aayog  CEO, it has sunk among officials, even among the most disinterested ones, that the NaMo’s government does care to reward those who put in extra effort to execute the prime minister’s economic and social agenda. Kant’ post-retirement portfolio is seen in official circles as recognition by the Prime Minister of the officer’s great ability in effectively communicating government’s message across national and international media. He is also credited with a great ability to coin slogans and carry out brand building exercises.  From Incredible India mega marketing campaign to globally catchy ‘Make In India’ and the latest Start up India publicity blitzkrieg, Kant has shown an enormous capability in inventing slogans that appeal to the eyes and ears of the targeted groups of audience.

One can be sure that his entry into the dull and drab Niti Aayog may soon turn this fledgling institution into a beehive of activity. Having dealt with a number of crucial issues in his long and distinguished career, Kant is fully aware of how to leverage his new authority to turn the Niti Aayog into a credible brand that attracts the attention of state politicians as powerfully as the planning commission once did. Of course, at this fag end of his career, Kant would have preferred a more relaxed job of Competition Commission of India chairmanship. But one doesn’t always get what one wishes. Kant is wise enough to recognize that and wiser still to do the best of what he has got.

Written by: Rakesh Ranjan (Editor-in-chief)


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