Government of India — Make in India

Wieden+Kennedy India, 2014

In 2013, the promise of the BRICS nations had faded and India was tagged as one of the so-called Fragile Five. We collaborated with the government to engineer a tour de force: a major program to facilitate foreign investment and transform India into a global manufacturing powerhouse. It started with the coinage of a confident call to action—Make in India. For the logo, we wielded the national emblem’s lion and chakras, capturing emotional resonance. By way of a mobile-first website, 25 industry brochures and real-time social-media updates, we simplified vast technical information and processes to create a comprehensive, credible and well-packaged system.

Today, the program is a hallmark of public-private partnership, a lodestar for enterprises and an effervescent youth fad. Make in India continues to echo worldwide as a proof of quality, restoring confidence in India’s capabilities among citizens and investors.