Districts as Export Hubs Initiative Displays New ‘Discover India’ Campaign on UAE Billboards | INSITE OOH multimedia platform
India’s first government initiative, Districts as Export Hubs, aims to are mobilizing every district in the country to realize its potential as an export hub, therefore, they have launched the “Experience India” campaign with the sole aim of increasing the global reach of the district’s products and services through trade electronics and digital marketing.
The campaign is presented in two forms, the first being displays in the India Pavilion at Expo 2020 Dubai, which has been recognized as “one of the most iconic pavilions” at Expo. Endless Indian traditions were on display at the Expo including The Mysore Rosewood Inlay which was part of the Experience India campaign as it is India’s well-known and traditional process. to decorate the surface of the wood by inlaying pieces of materials such as bone, plastic or wood in different colors. Indian art is extremely well known and important in Indian history. The exhibition paraded multiple traditions which in the end help to show Indian culture with their unique talents.
The second feature of the campaign was through “The Great Indian Recipe Contest” which is an event that encourages people to try different traditional Indian recipes using Indian ingredients, vegetables or fruits. The goal is to bring out the audience inner chef and rise from foodie to recipe maker.
The advertising space showcasing the Experience India campaign in the India pavilion includes a visual example of all the traditional arts and activities that are part of the exhibit, along with the name of the campaign and mention of Expo2020 Dubai. Some publicity prints also include a large Mysore rosewood inlay elephant conveying Indian art.
The publicity copy of the Great Indian Recipe contest mentions the dates when the contest starts and ends as well as what the contest entails. Finally, the campaign website URL is placed for the audience to get more information.
The Experience India campaign is relatively new and only hit UAE billboards the first week of January in the form of digital screens.