Govt plans media blitz to sell India as investment heaven

DIPP will initiate awareness campaign

Govt plans media blitz to sell India as investment heaven

 The government may have maintained an ambiguity on foreign direct investment in multi-brand retail but it is planning a media blitz - print, electronic and social - to hard sell India as an attractive investment destination.

The campaign will be both – international and domestic media campaign. The government also intends to appoint a creative and media agency to reach out to investors.

The objective of the campaign is to generate awareness about the investment opportunities and prospects of the country to promote India as a preferred investment destination in the source markets overseas and to increase India’s share of global FDI, said a Department of Industrial Policy and Promotion (DIPP) notice inviting request for qualification-cum-request for proposal.

DIPP, which deals with foreign direct investment (FDI) related matters, is under the Commerce and Industry Ministry. “DIPP intends to undertake a 360 degree media campaign for promotion of the ‘Make in India’ initiative to brand India as an investment destination,” the notice said.

The authorities through the campaign will reach out to global media, investors and other businesses to attract investment in the country. The government had last week approved an amendment to FDI policy to liberalise foreign direct investment norms for NRIs, persons of Indian origin (PIOs) and overseas citizens of India (OCI) in order to increase capital flows into the country.

Although the FDI to India has increased 40 per cent since Prime Minister Narendra Modi launched ‘Make in India’ initiative in September last year, the government believes the message has not been pushed perfectly among the investors. The government has already allowed 100 per cent FDI through the automatic route in medical device and railways infrastructure, and eased norms for the construction sector.

FDI for development

Promote India as a preferred investment destination in the source markets overseas

DIPP intends to undertake a 360 degree media campaign for promotion of the ‘Make in India’ initiative

FDI to India has increased 40 per cent since Prime Minister Narendra Modi announced new initiatives






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