Mr Sudhir John Horo is an alumnus of the National Institute of Design, Ahmedabad, India.During his last eight years in communication design he worked with brands like The World Bank, Discovery Communications, Thomas Cook Publishing, Evalueserve, LG Electronics and Siemens Mobile.Horo has developed India's business brand, launched at the 2006 Annual Meeting of the World Economic Forum at Davos, followed by other high-profile events like Hannover Messe 2006, India Business Exhibition in the European Parliament, Brussels, 2006 and IncredibleIndia@60 in New York, 2007.
In 2006, together with Amit Shahi, Horo founded TheIdeaWorks, a communication design firm in New Delhi which is focused on nation brands and public diplomacy. Apart from IncredibleIndia campaign, Horo is the creator of IndiAfrica campaign and IndiaSerbia photo competition, which was launched on this year EXIT Festival where we had the opportunity to do this interview.
MUNPLanet: Mr Horo, Could you tell us more about IncredibleIndia
campaign - how did it initially start and what ''pain'' in
entrepreneurship sense were you solving? What were the most exciting and
measurable outcomes of IncredibleIndia campaign that you and your team
Sudhir John Horo:The IncredibleIndia campaign was initiated by the Ministry of Tourism, Government of India in 2002 where it commissioned the project to one of India’s leading advertising agencies, Ogilvy & Mather (O&M) India. Since then the IncredibleIndia campaign has been very actively promoted by the Ministry and over time multiple agencies have worked on various campaigns in various geographies across the world. As a communication design firm, two of our most noticeable campaigns for IncredibleIndia has been in Singapore in 2008 during the first night F1 Grand Prix and the second during the Climate Summit in Copenhagen during 2009. The Singapore campaign was complimented with special packages for tourists from Singapore to India and the campaign surely attracted tourists to India.
MUNPLanet: What are, in your
opinion, several destinations that will become top until 2020 for age
group 18-35? Does the focus of global nomads shift towards developing
countries and ''experiencing wilderness'' instead of blending into
cultural melting pots and megalopolis? Or do Millennials as tourists
like to visit the best of both worlds?
Sudhir John Horo:The top cities in the world will continue to attract tourists as they will continue to be perceived as global centres of culture and business and that will continue to attract the first time visitors at least. However, larger uncharted territories will also be explored. These new forgotten or ignored destinations will surface into the young minds through the rapid sharing of information and new, exciting destinations through social media and the rapidly active online media. More choices will emerge for tourists looking at very specific travel experiences and more varied and specialized tourism genres will evolve.
MUNPLanet: What would be your most important tips for young people excited about branding when they create a brand from scratch that should deliver value to their peers - Millennials?
Sudhir John Horo: Brands become unique only when they are able to effectively amplify the authentic uniqueness of the destination. And all brand promotion exercises should be geared to drive home this unique proposition that the destination offers. There are a lot of destinations and quite a few destination brands seem to be saying the same thing, maybe in different ways. Many however are not able to capture and project the key differentiators of the place from others.
MUNPLanet: Trip Advisor, Couchsurfing and other buzzing communities, including our MUNPlanet, can help enthusiasts to reach out to global prospects. Apart from those tools in Web 2.0 Age, how can institutions, governments and individuals brand or rather re-brand their countries long-term?
Sudhir John Horo: Countries and cities already possess their intrinsic brands, which have been shaped over time and history. However, the present of any country or city may not be appropriately represented and there may be a disconnect with the present brand values and unique proposition that the country or city offers now with what it had been perceived for a large part of the past. There may be a gap that exists in the perceived brand of a country or a city between its historical/past image and that of the current/future image.It is this that the governments and institutions need to be aware of and ensure that the present and perhaps the future is built into the brand narrative and a picture that is more closer to the reality is projected.
Cover Image: Danube Festivals Network
Images: Sudhir John Horo's private archive: Singapore F1 Campaign; IncredibleIndia@60 in Times Square, New York