NEW YORK: The Indian government held its India@60 campaign last week in New York as a way to educate and draw visitors.
The event was specifically timed to coincide with the UN General Assembly and Clinton Global Initiative meetings.
India's Ministry for Tourism and Culture and the Confederation of Indian Industry led India@60 (titled for the country's 60th anniversary). Events took place across Manhattan and included a sand-built replica of the Taj Mahal that was placed at the Port Authority bus terminal.
It worked with Burson-Marsteller on the effort. In total, the government groups spent $10 million for the four-day event.
India@60 targeted American consumers, the business community and influencers, and private equity. Cisco, Western Union, and KKR were among the sponsors and partners involved.
India's government opted to launch an effort a few years ago where it would promote the nation at a different event each year. Last year, it held India Everywhere in Davos, Switzerland.
Government officials have also made video a focus of the initiative by selecting The NewsMarket as its media partner. The NewsMarket will exclusively distribute footage of the events on the company's first regional portal, www.thenewsmarket.com/india, and will upload other videos from various organizations working in India.
"The goal is to get across the message of the new India," said Shoba Purushothaman, CEO and cofounder of The NewsMarket. "There's more to India than elephants and off-shoring."