The Hindu : Software industry to propagate brand value

Online edition of India's National Newspaper
Friday, Jan 10, 2003

Business

Business

Software industry to propagate brand value

By Our Special Correspondent

NEW DELHI JAN 9. The Indian software industry has embarked on a worldwide campaign to market itself. The Indian software industry's brand awareness campaign, which has already been soft-launched in its two key markets of the U.S. and the U.K., will focus on its key strengths — business value and competitive edge that Indian IT vendors are offering in a tough market environment.

Initiated by the National Association of Software and Service Companies (Nasscom), it is being supported by the Ministry of Communications and Information Technology. As a first step, it has kick-started a PR and Public Affairs campaign in the U.S. and the U.K. which will aim to inform key influencers, business decision makers, industry analysts, policymakers, academicians, senior government officials, media and the IT community about India's strong value proposition as an IT destination.

"The overall perspective is to spread the entire activity in two broad phases with the first phase focusing on retaining India's leadership image and the second phase concentrating on further enhancing it. The Nasscom has formed a core committee within the Executive Council which will spearhead the activities in the campaign,'' explained the Nasscom chief, Arun Kumar.

The organisation's President, Kiran Karnik, said the campaign would also address any concerns that the industry and the Government in foreign markets might have towards extending business to companies based in India.

Some of the initiatives that Nasscom would undertake included perception audits in each of the geographies and increase tie-ups with local institutions and trade bodies in the U.K. and the U.S.

The Nasscom had engaged Hill and Knowlton, a leading communications consultancy, to assist it in its communication campaign in the U.S. and the U.K.

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