Powering the Make in India Engine: Mediascope and TIME Forge India's Global Manufacturing Narrative

When India’s Make in India initiative roared to life, its gears grinding towards a bold vision: transforming the nation into a global manufacturing powerhouse. But amidst the whirring machinery and ambitious blueprints, a crucial challenge remained – visibility. The world needed to see, understand, and believe in India’s manufacturing mettle. In the dynamic landscape of global manufacturing, positioning India as an enticing investment destination required a strategic leap. The Make in India campaign, a collaborative effort between TIME Magazine and Mediascope, embarked on this transformative journey. The initiative sought to harness the power of international media to amplify India’s message on the global stage.

The primary challenge was the lack of awareness among global manufacturers about India’s manufacturing prowess and burgeoning potential. The ambitious Make in India initiative aimed to attract international investment, cultivate innovation, and position India as a compelling alternative to major manufacturing players, including China. However, this venture into uncharted territory presented a formidable hurdle: a lack of established strategies and tested methods for capturing global attention. Unlike previous national campaigns with defined target audiences and existing communication channels, Make in India needed to break new ground. It required reaching a diverse set of C-suite decision-makers across continents, each with their own unique information needs and investment considerations. Traditional methods wouldn’t suffice. This unprecedented undertaking demanded a bold and innovative approach, one that would necessitate creative problem-solving and a willingness to embrace calculated risks.

Mediascope, a seasoned strategist in the international media landscape, recognized the need for a campaign that transcended mere advertising. We collaborated with TIME Magazine, leveraging its prestige and global reach to craft the TIME India Awards. Five award categories were introduced to celebrate the diverse excellence across industry stages and McKinsey & Co., a titan in the consulting world, was brought in to facilitate and execute the process. An elite global judging panel was formulated including luminaries like Narayana Murthy, Infosys Founder; John Rice, GE Vice Chairman; and Kevin Sneader, McKinsey Asia CEO.

N.R. Narayana Murthy
Founder Infosys

John Rice
General Electric
Vice Chairman President & CEO
GE Global Growth Organization at GE

Kevin Sneader
Global Managing Partner, McKinsey & Company

Rana Foroohar
TIME Assistant Managing Editor
Author of “Don’t Be Evil” & “Makers and Takers”
Global Business Columnist

Mandatory Credit: Photo by REX/Shutterstock (8882031dk)
Norman Pearlstine
Gerald Loeb Awards, New York, USA – 27 Jun 2017
Norman Pearlstine Vice Chairman
Time Inc.
Mandatory Credit: Photo by REX/Shutterstock (8882031dk)

We then orchestrated a comprehensive strategy leveraging a sequence of distinguished events to enhance visibility and engagement. A pre-awards panel discussion featuring Norman Pearlstine, Chief Content Officer of TIME, and Rajat Dhawan, Managing Partner at McKinsey & Company, was broadcasted on CNBC TV18.
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This was followed by the international judging panel discussing the finalists and announcing winners at a TIME magazine event at the WEF Summit at Davos, generating international media attention. Massive media campaign using prestigious media brands along with TIME magazine and time.com, promoting the Make in India week. An attention-grabbing full-page advertisement was released in the TIME magazine’s global editions and the website had display banners and native articles to create the necessary buzz and engagement. The winners were awarded at the Make in India Week, graced by the Honourable Prime Minister of India as well as declared on the cover page of the TIME Magazine. And finally, a post-awards discussion on television engaging with the accomplished winners of the awards. 
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The Awards, strategically launched in early 2016, became the cornerstone of the campaign. In 2017, the awards were presented by the then Minister of Finance, the late Shri Arun Jaitley and Minister of Commerce, Shrimati Nirmala Sitharaman along with the Chief Minister of Andhra Pradesh, Shri Chandra Babu Naidu at the CII Partnership Summit held in Vishakhapatnam in January 2017. The campaign was carried out in the Time Magazine and on Time.com. An attention-grabbing full-page advertisement was released in the Time magazine global editions. The website had display banners and native articles to create the necessary buzz and engagement. The winners were declared on the cover page of the TIME Magazine.
High profile events like the Mumbai award ceremony graced by Prime Minister Modi and the finalist unveiling at Davos thrust India’s manufacturing might onto the global stage. Full-page ads in Time Magazine, strategic placements on business channels ,and engaging online content bombarded decision-makers worldwide with India’s manufacturing prowess. Panel discussions hosted by CNBC TV18 featuring Time and McKinsey leaders delved deeper, sparking meaningful conversations about India’s potential. To widen the net, partnerships with CII, FICCI, and international trade shows ensured the message resonated across diverse channels and continents. This multi-pronged approach, a fusion of strategic partnerships, international media platforms, and targeted events, ensured Make in India wouldn’t simply whisper its message, but roar it onto the global stage.
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The campaign ignited a ripple effect of transformation. International inquiries from potential investors surged, a testament to India’s newfound manufacturing allure. Domestically, the awards empowered SMEs and start-ups, their achievements celebrated on a global platform. The success stories resonated, inspiring countless others to join the Make in India march.

The TIME India Awards stand as a powerful case study in strategic communication. It’s a testament to the power of collaboration, of amplifying a message through carefully chosen channels and high-profile events. Beyond recognition, it became a catalyst for change, driving India’s Make in India engine towards its ambitious goals. The initiative, once shrouded in doubts, became a beacon of hope and progress, uniting the nation in its pursuit of manufacturing greatness.

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