Business and Trade secretary Kemi Badenoch has unveiled a new £1.5m campaign designed to build upon the UK and India’s relationship in anticipation of this year’s G20 summit, taking place in India.
‘Alive with Opportunity’ aims to boost trade and investment between the two countries, but also strengthen shared cultural ties, from football and cricket to food and film.
Showcased across out-of-home (OOH) and social media, the campaign will feature in high-traffic areas such as airports and will be backed by a series of targeted trade missions, promotional events and marketing activations across both countries.
The adverts will also coincide with major sporting moments for both countries, such as India’s hosting of the ODI Cricket World Cup this autumn and the England-India test series starting in January next year.
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The campaign hopes to bring to life the concept of the ‘living bridge’, a phrase popularised by Indian PM Narendra Modi to describe the relationship between the two countries based on a continuous exchange of people, ideas and culture.
Higher education, agricultural tech and e-sports will also feature as prominent sectors in a revamped series of modern, targeted UK trade missions to India over the coming year.
The campaign will additionally be supported by a three-day visit from Kemi Badenoch, which will see the launch of the campaign.
“India is the UK’s second biggest source of investment projects and I’m confident this new campaign will help boost interest in and demand for UK goods and services even further,” said Badenoch.
UK-India Business Council CEO, Richard McCallum, said: “With total trade growing 34% in current prices in the year to March 2023 and the country remaining the 2nd largest source of FDI projects in the UK, there is no doubt that the economic relationship between our two countries is flourishing.”
“I’m encouraged to see the launch of this campaign, which showcases our countries’ symbiotic relationship and the many cultural and trading opportunities both have to offer.”
