The India Brand Equity Fund, launched by the government in July 1996, is developing a network of over 100 brand ambassadors, including opinion makers and leaders.
"We plan to hold an annual Brand Ambassador Forum that will serve to institutionalise the mechanism as well as develop the value of the network for the member-individuals," IBEF CEO and Confederation of Indian Industry deputy director-general Ajay Khanna told Business Standard.
This is a part of the publicity blitz kreig IBEF is planning to launch in the first quarter of 2004.
"We will be launching focused marketing activities spanning advertising and PR. Some of the activities planned include the Brand Ambassador Forum, media campaigns, India roadshows, India tours for media and business schools and developing a credible website to serve as a one-point reference for economic information on India," Khanna added.
According to Khanna, the campaign has been timed well to coincide with the economic resurgence in India and the success of Indians settled abroad.