India's Astute Marketing Strategies Shine At G20 Summit
The much anticipated G20 Summit that is going to be held in India starting from 8th September 2023 showcases not only the nation's diplomatic prowess but also its astute marketing strategies that played a pivotal role in promoting the event on a global scale.
This G20 Summit is amplifying the voices and addressing the concerns of the Global South. It is providing impetus to women-led development initiatives. As technology assumes an increasingly prominent role in shaping the future, this G20 is taking significant strides in the realms of AI (Artificial Intelligence) and DPI (Digital Public Infrastructure).
On the marketing strategies coming to life, Mariya Jamal, Head of Marketing at Dot Media commented, “The G20’s marketing strategy is well-thought-out, with a focus on collaboration, economic stability, and global governance. Drawing on its role as a forum for world leaders to tackle pressing global issues, the G20 uses diplomatic channels, engaging with the international media and strategic messaging to capture the public’s attention. The aim is to position the G20 as an essential forum for multilateral solution-building and global decision-making.”
Digital Marketing and Social Media's Role in Global Promotion
The G20 Summit requires a robust marketing plan to gain international attention. India leveraged the power of digital marketing and social media to reach a global audience, allowing for real-time engagement and information dissemination.
Amit Relan, Co-founder and CEO, mFilterIt assessed the role of digital marketing and social media stating, “Digital marketing and social media have played a pivotal role in promoting the significance of the G20 summit to the entire nation and even at a global level. Not only the Indian media has captured this strategic event, but some of the biggest names in the international media have spread the word in their respective countries. The digital connectivity has helped to generate curiosity and awareness around the event and has also captured the thoughts of the delegates visiting the country.”
Platforms like X (formerly Twitter), Instagram, and Facebook were abuzz with official G20 Summit updates, and engaging content.
Ambika Sharma, Founder, and MD, Pulp Strategy expressed the social media and digital marketing’s role by emphasising the recent marketing strategy. She said, “The G20 India 2023 website featured a dedicated section for digital marketing, which included information on how businesses could get involved in promoting the event. The website also had a social media presence on platforms like Twitter, Facebook, and Instagram, where organizers shared updates on the event and interacted with potential attendees.”
In addition to digital marketing, organizers also used traditional marketing methods such as print advertising and public relations to promote the G20 Summit.
Impactful Marketing Methods
Several marketing methods and mediums contributed significantly to the G20 Summit's successful promotion. India initiated a multimedia advertising campaign that encompassed print, television, and radio.
In line with the marketing methods that made an impact, Srivatsa T J, Vice President, PR & Communications, Broadnection expressed, “To promote an event as monumental as the G20 Summit in India, interactive content such as videos and webinars create longer engagements. Nonetheless, collaboration with reputable media outlets for extensive earned media coverage such as op-eds and feature articles, in both domestic and international media, highlights India's role as a host. It's essential to convey the summit's significance and India's readiness to welcome the world, fostering a positive image and stimulating interest in the event.”
Moreover, eye-catching posters, billboards, and banners have been displayed across major cities, drawing the public's attention to the G20 Summit.
Pranjal Agarwal, VP of Brand Marketing, Mudrex said, “Promoting giant events like the G20 Summit through marketing methods and mediums is crucial. An illustrative example involves collaborating with educational YouTube channels, where discussions on the history and prospects of the upcoming G20 meeting have piqued the interest of the online youth demographic. This demonstrates the power of influencer partnerships in engaging and informing a broader audience, making it a valuable strategy for promoting events like the G20 Summit.”
The Tourism Industry's Prospects
The G20 Summit wasn't just about diplomacy and economics; it also provided a unique platform for promoting India's tourism industry.
Vibha Singh, Director, APAC, ETML commented on the industry move stating, “The G20 meetings have been convened in various regions of India, stretching from Arunachal Pradesh to Kashmir. This geographical diversity not only showcased India's potential as a multifaceted tourist destination but also played a pivotal role in instilling a sense of security among the international delegates and travellers who explore these regions. However, to maintain this, continuous efforts in digital marketing, social media engagement, and partnerships, combined with investments in infrastructure, cultural preservation, and safety measures are essential components of a comprehensive approach to maintaining and expanding the tourism sector's growth.”
The nation's breathtaking landscapes, diverse culture, and rich heritage were showcased through strategic marketing campaigns to promote the G20 Summit.
Sapna Sharma, Co-founder & COO, Efficacy Worldwide stated, “The tourism industry has got a great fillip with the event. Most premium hotels have been fully taken over by delegates of different countries and the revenues they are making are larger than the annual incomes of many of these. With such buoyancy and the showcasing of India as a destination of choice, I foresee the pace to continue in the coming months.”
Nonetheless, the tourism industry is expected to benefit immensely from the exposure, setting the stage for continued growth in the post-G20 era. As the world reflects on the outcomes of the summit, India's marketing approach stands as a shining example of how effective promotion can elevate a nation's global image and prospects.
