The G20 Summit held in New Delhi has been hailed as an absolute success. While opposition leaders may claim otherwise, global leaders have made their statements. The event not only shone a spotlight on India but was also an effective branding exercise.
Amitabh Kant, India’s G-20 coordinator, left no room for ambiguity when he stated, “If you’re saying that we’re overdoing it because we’re [hosting the G-20] professionally, you’re sadly mistaken. We haven’t done advertising. We’re doing branding.” His words, succinctly captured India’s strategic approach to the G-20 summit – a deliberate exercise in branding, not mere hosting.
As part of these efforts, India went to great lengths to ensure that the significance of the event was felt across the country. Over the past year, India has hosted more than 200 G-20 events focused on thematic areas, including climate and education, in over 60 cities, touching all corners of the country. Monuments and city infrastructure became more than just backdrops for the summit; they transformed into canvases for the G-20 brand. The selection of the G-20 logo – a lotus, not only India’s National Flower but also the symbol of Prime Minister Modi’s ruling Bharatiya Janata Party (BJP) doesn’t seem to be a mere coincidence, but a deliberate stroke, imprinting the political motif on the event. The massive beautification, transformation and covering up the unpleasant parts of the city was executed swiftly. The G-20 signage in the national capital became a conspicuous presence, impossible to overlook. It was a clear statement- this was more than just another international gathering; it was a moment for India to shine.
In the world of branding, clothes make a powerful statement. Attire can speak louder than words and leave a deeper impression. Leaders have long recognized this and use fashion to convey status, values, and affiliations. Prime Minister Modi, a master of this art, has always understood the importance of his attire choices. By choosing Indian attire, international leaders at the summit, subtly demonstrated their support and respect while also shining on social media. Moreover, it wasn’t just the world leaders; their spouses also garnered significant attention. For instance, Japanese PM’s wife, Yuko Kishida, won hearts and appreciation for her beautifully adorned saree. Similarly, Mauritian Prime Minister Pravind Kumar Jugnauth, who wore a savvy Bandhgala, and his wife Kobita Jugnauth elegantly draped in a saree, left a lasting impression. And the Indianness barometer was surely on test for the British PM Rishi Sunak and his wife Akshata Murthy, who stole the show with their clothing choices.
As World Bank Chief Ajay Banga rightly noted, “India did a great job on the Declaration besides building its brand image at the G20 Summit.” Indeed, this event wasn’t just about diplomacy; it was also Brand India on the global podium.
