The Bharat Mandapam International Exhibition and Convention Centre at Pragati Maidan, New Delhi, witnessed the eighteenth G20 Summit on September 9 and 10, 2023. This was India’s “show to steal”, and India stole it with flying colors.
The first impressions are always the most memorable, and with this thought, the performing artists welcomed the G20 attendees with dance performances. The welcome began on a cultural note, with traditional dance performances welcoming attendees, including IMF Managing Director Kristalina Georgieva. She not only applauded the dance performance but also attempted a few dance steps herself. This highlighted India's rich cultural heritage and hospitality.
The Prime Minister of India engaged in a traditional photo-op with the heads of state and government of the world, with the backdrop of a wall featuring the iconic 13th-century artefact Konark Wheel from the state of Odisha. The venue also highlighted other aspects of India’s cultural heritage. A special exhibition, titled ‘Bharat: Mother of Democracy’, was also hosted and highlighted India’s democratic traditions.
Undoubtedly, the G20 Summit was a megahit. The theme, "One Earth, One Family, One Future," reflected India's priorities in addressing economic development, financial stability, and the concerns of countries in the Global South.
One of the most remarkable things about the government’s presidency was that India made the G20 Summit a nationwide event, with over 200 meetings held in various cities, ensuring broad engagement and communication of the Summit's message.
India achieved consensus, delivered a clean communique, and announced a mega connectivity project that united disparate parts of the world, and welcomed the new member of the Global South, the African Union. Additionally, bilateral agreements between India and the United States showcased the importance of diplomatic relations and cooperation between countries.
A Game Changer
In addition to demonstrating India's commitment to international diplomacy, India leveraged its marketing skills in promoting a successful G20 campaign. Some of the promising pointers included:
- Clear Message: India developed a clear and compelling message and communicated its priorities for the G20 summit. This messaging was concise and was easily understood by both national and international audiences.
- Effective Branding: India created a strong and memorable visual identity for the G20 summit. This included logo design, slogan, and promotional materials that reflected India's culture and values. Most importantly, it conveyed the summit's theme and objectives.
- Digital Presence: As a robust online presence was essential, India developed a dedicated website and social media profiles for the G20 summit. It also updated the profiles regularly with relevant information, news, and engaging content.
- Engaging Influencers: India collaborated with influencers, both within India and globally. These influencers generated interest and buzz around the G20 summit. They also reached a broader audience and created excitement about the event.
- International Partnerships: Building partnerships with other G20 member countries was critical. India worked closely with its counterparts and promoted the summit globally. It also shared the responsibilities of marketing efforts.
- Pre-Summit Events: India also hosted pre-summit events, such as seminars, conferences, and cultural exhibitions. It further generated interest and created a sense of anticipation that led up to the G20 summit.
- Media Engagement: India engaged with domestic and international media to ensure that the summit received extensive coverage. This included press releases, press conferences, and interviews with key government officials. Doordarshan had also set up two studios at ITPO for interviews with dignitaries. The live feeds from all these locations were transmitted to an IBC (International Broadcast Centre). Organizers also used print ads and PR to get the word out.
- Diplomatic Outreach: Diplomatic efforts were used to build support for India's agenda within the G20 and also among other international organizations. High-level meetings and discussions helped in optimizing the diplomatic outreach.
- Public Awareness Campaigns: The idea of launching public awareness campaigns within India helped citizens understand the significance of the G20 summit and its potential impact on the country. This involved educational programs and grassroots initiatives.
- Sustainable Practices: The emphasis on sustainable and eco-friendly practices in organizing the summit became part of the marketing strategy, showcased India's commitment to global issues like climate change and sustainability.
- Cultural Showcase: India's rich cultural heritage was incorporated into the marketing efforts. Traditional music, dance, art, and cuisine were also showcased during the summit. It added a unique and memorable dimension.
- Follow-Up Initiatives: Even after the summit, India continued to promote its achievements and commitments through post-summit initiatives that further strengthened its global image.
Moreover, the G20 meetings were held in different parts of India. The country’s stunning scenery, rich heritage, and vibrant culture were all celebrated in the country’s strategic marketing efforts to support the G20 Summit. It's important to note that the success of the G20 campaign was not only dependent on the ability to foster cooperation among member countries to address pressing global issues but also majorly on comprehensive marketing skills.
