2013: India’s growth rate had fallen to its lowest level in a decade. Enter 2014, the new government had a plan - a major national program designed to facilitate global investment and transform India into a global manufacturing hub. More than a campaign, we needed to build a program - inspire confidence in India’s manufacturing capabilities, structure vast technical information, and update worldwide audiences constantly.

Think Industrial Revolution. We turned the clichéd ‘made in India’ into a powerful call to action - ‘make in India’. We found historical resonance in India’s national emblem: the lions and the wheels of progress in Emperor Ashoka’s pillar. Add to that a modern edge of momentum, and the Make in India program was born.

We created an interactive ecosystem to deliver a world-class experience - a mobile-first website, 25 industry sector brochures, and then the launch. On 25th September 2014, the Prime Minister of India unveiled the revolution. Make in India trended worldwide for one hour. At the 66th Annual Republic Day Parade, our mechanized lion made a show-stopping appearance. Make in India has featured in every prominent news publication – national and international, on radio and TV channels. It has garnered over 3 million Facebook fans, 5.7 million website page views, and within the first month alone over USD 105 million in earned media for domestic publications. Make in India is everywhere. It is now a visible part of popular culture. Today, the world’s largest democracy is fast becoming the world’s most powerful economy.

We were on the brink of something big. India’s very own Industrial Revolution. Our logo needed to work across 25 industries, fit within multiple contexts, excite India’s numerous stakeholders and represent the nation on the world stage. We realized that it was our job to create a powerful, progressive voice for Indian industry - a call-to-action that would travel far and speak volumes. By replacing ‘Made’ with ‘Make’, an overworked phrase was suddenly transformed into a powerful call to action.

We also needed an iconic symbol that combined historical and emotional resonance with a modern and dynamic edge. As always, the answer lay in the ancient past, i.e. the Lions and Wheels of Progress (Chakra) emblem of Ashoka, India's ‘Emperor of Peace’. The Lion stands for strength, courage, tenacity and wisdom. The Chakra denotes peaceful progress – an ancient signpost, pointing the way to a vibrant future. By adding a sense of forward movement and using manufacturing elements as graphic texture, the Make in India logo was born.

At launch, #MakeInIndia trended worldwide for one hour. In 48 hours, there were more than 99,000 mentions, over 1.08 billion impressions and a reach of 94 million.

During India’s 66th Annual Republic Day Parade, the mechanized lion generated a reach of over 21 million impressions and 200,000 Facebook interactions.

In four months:

Make in India added over 3 million Facebook fans, a new fan every three seconds

On Twitter, it added a follower every 32 seconds

makeinindia.com received 5.67 million pages views.

It has featured in every prominent national and international news publications, in radio and TV channels.

In the first month of its launch it earned USD $105 million worth earned media in domestic publications.

It is opening investment doors; enterprises are overwhelmingly embracing its mantra. Make in India is everywhere. It is now a visible part of popular culture.