France's Vision in India: Elevating Bonds with 'Make It Iconic. Choose France’

16 Nov, 2023

France's Vision in India: Elevating Bonds with 'Make It Iconic. Choose France’

In a celebration of the enduring relationship between India and France, the "Make It Iconic. Choose France" campaign emerges as a pivotal chapter, strategically positioning India as a priority within France’s global nation-branding endeavor. This carefully crafted campaign, coinciding with the 25th anniversary of the France-India strategic partnership, unfolds a narrative highlighting continuity, innovation, and shared aspirations.

The essence of the campaign permeates various landscapes, from French official buildings in Indian cities to the digital realm, media platforms, and major airports. This exploration delves into the campaign's nuances, preserving its essence and sequence while offering a comprehensive view.

At its core, "Make It Iconic. Choose France" declares France's commitment to showcasing the inventiveness and audacity inherent in the French spirit. Ambassadors such as football luminary Kylian Mbappé, astronaut Thomas Pesquet, designer Philippe Starck, and renowned chef Mory Sacko embody the campaign’s spirit.

Across India, the campaign resonates in French official buildings, the digital landscape, media outlets, and major airports, delivering three key messages:

Innovation and Investment: France stands as a land of innovation, open to Indian investors, and eager to attract companies and talents. Holding the top position as the preferred European destination for foreign investments for three consecutive years, France offers an investor-friendly ecosystem, world-class infrastructure, and a skilled workforce. The surge in Indian investments in 2023 solidifies France’s position as the 3rd most attractive European destination for Indian investors.

Investment in Indian Youth: France extends a long-term investment in Indian youth, particularly students, recognizing them as the vanguards of the strategic partnership’s vitality. Choosing France for education means access to world-class universities, affordable tuition fees, and scholarships exceeding 15 crore rupees annually for Indian students. President Emmanuel Macron’s vision aims to welcome 30,000 Indian students by 2030, supported by expanded Campus France resources and extended visa validity for Indian alumni.

Cultural Exchange and Tourism: Beyond academia, France invites Indian tourists, artists, and creators to bring their ideas and dreams to fruition. Positioned as a unique blend of a creative mindset, breathtaking landscapes, cultural landmarks, and a humanist spirit, France remains the top European choice for Indian tourists. Initiatives like “Partnership for the People” and the “Villa Swagatam” program exemplify France’s commitment to cultural exchange.

In conclusion, the "Make It Iconic. Choose France" campaign weaves a narrative that transcends geographical boundaries, celebrating the enduring Franco-Indian ties in innovation, education, and cultural exchange. The carefully articulated messages, embodied by ambassadors, set the stage for a future where these nations continue to forge strong partnerships in diverse domains. As the campaign unfolds across Indian cities, digital platforms, media outlets, and airports, it reinforces the idea that the essence of this partnership lies in mutual growth, shared aspirations, and the unwavering commitment to making it truly iconic.