IBEF – Leading the Brand India Initiative at Davos 2013

Jan 21, 2013, 06:45 ET from India Brand Equity Foundation (IBEF)

NEW DELHI, January 21, 2013 /PRNewswire/ --

India Show, India Adda - IBEF Growing From Strength to Strength

India Brand Equity Foundation (http://www.ibef.org), whose immediate focus is the Annual Meeting of the World Economic Forum (WEF) at Davos with its India Adda - akin to a cafe, is responsible for promoting the Made in India label both domestically and overseas. Working closely with the Ministry of Commerce, IBEF lends branding and marketing support for creating greater awareness of the number of success stories germinating and blooming in India.

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A host of initiatives are being undertaken by IBEF for the upcoming WEF meet. The India Adda remains at the epicentre as the hub and an open forum now being established for the third consecutive year by IBEF at Davos. It has emerged as a rendevouz point for free flowing conversations and exchange of views on matters Indian and international. Join in conversations on India, Widen your circle - is the overarching message of the IBEF invites, which has caught the attention of delegates at WEF. As in the past, global business and government leaders would be frequenting the India Adda again this year. As part of delegate communication, IBEF brand kits with invites to the India Adda are being delivered to delegates across hotels at Davos.

IBEF nation brand messaging is already highly visible on numerous buses crossing the main Promenade and atop hoardings at major sites. This year the brand messaging theme is - An aspirational nation of potential and promise, Land of limitless opportunities, INDIA BECKONS THE WORLD - which has been conceptualised in discussion with Mr Anand Sharma, Minister for Commerce, Industry & Textiles.  

IBEF this year will also be hosting INDIAFRICA: A Shared Future programme at the India Adda in partnership with the Public Diplomacy Division, Ministry of External Affairs, Government of India, and M/s Ideaworks. From an engaging luncheon session, digital display of winners of poster design and photography competition, to a musical performance by leading Indian and African bands - the India Adda has a packed calendar with something to offer everyone.  

As part of endeavour to promote the Made in India label, it is collaborating with various organisations at the India Adda at Davos 2013 - APEDA (Agricultural & Processed Food Products Export Development Authority) will be contributing with exquisite wines, Tea, Coffee, and Spice Boards of India will contribute with tea, coffee, and spice laden chocolates respectively. The select Made in India products will also be on display at the India Adda.

In a unique achievement and pursuing its goal of promoting the Made in India label in overseas markets, IBEF has also facilitated an alliance between Premiere's Tea - a leading Indian exporter of teas, and Café Schneider - one of the finest cafes in Switzerland for launching India's finest teas at Davos, during the Annual Meet of the World Economic Forum. "What marks this initiative as truly unique is the very nature of this alliance where a country's product witnesses its launch at Davos - possibly the first of its kind at Davos," says Ms Aparna Dutt Sharma, CEO, IBEF. The MoU for this alliance between Premier's Tea and Café Schneider will be signed on January 23, 2013, at the India Adda at Davos during an opening reception in the presence of dignitaries both from India and abroad.

ITC Hotels, the hospitality partner, with India Brand Equity Foundation, for three years in succession, will showcase the world's finest Indian cuisine and India's finest global cuisine through its culinary repertoire and beverages. The theme of the cuisine this year draws inspiration from the newly opened, iconic ITC Grand Chola in Chennai, India and its diversity of culinary offerings.

Being the owner of the India Adda concept, IBEF hopes and wishes that India Adda experience continues to be a cherished one for all its guests and visitors at Davos 2013.

As last year, IBEF digital media initiatives will be seamlessly reporting the happenings and discussions at Davos 2013. Stay connected with http://www.india-at-davos.ibef.org for the latest on India and the world from India Adda at Davos 2013.

About India Brand Equity Foundation (IBEF) [http://www.ibef.org]

India Brand Equity Foundation (IBEF) is a trust established by the Ministry of Commerce. IBEF's primary objective is to promote and create international awareness of the Made in India label in markets overseas and to facilitate the dissemination of knowledge of Indian products and services. Towards this objective, IBEF works closely with stakeholders across government and industry.

For the complete exclusive IBEF interview, including views on the Davos 2013 brand campaign theme, of Mr Anand Sharma, Minister for Commerce, Industry and Textiles, Government of India, visit: http://www.ibef.org

To learn more about the initiatives and developments taking place at the IBEF India Adda at Davos, visit: http://www.india-at-davos.ibef.org/

Primary Media Contact: Darpan Sachdeva, darpan.sachdeva@ibef.org, 91-124-4499612

SOURCE India Brand Equity Foundation (IBEF)