UK kicks off campaign to bring Living Bridge with India ‘Alive with Opportunity’
A brand-new £1.5-million GREAT marketing blitz launched this week by UK Business and Trade Secretary Kemi Badenoch on her visit to India will go beyond Britain and India’s strong business and trade links to highlight shared cultural interests – from football and cricket, to food and film.
The UK’s Department for Business and Trade (DBT) launched “Alive with Opportunity” designed to build on the UK and India’s strong and enduring relationship, boost trade and investment, and promote the two nations’ powerful cultural links. The campaign will celebrate business, trade, cultural and sporting links between the UK and India, taking advantage of major moments such as India’s hosting of the Cricket World Cup and the England-India Test series starting in January.
Adverts promoting the UK will feature across billboards, in airports and across social media channels backed by a series of targeted trade missions, promotional events and marketing activations in both countries.
Badenoch said: “I’m delighted to be returning to India to support their G20 Presidency, further our trade talks and meet key business leaders. The UK and India have a thriving relationship and we both share an ambition to deepen our cultural and trading ties.
“India is the UK’s second biggest source of investment projects and I’m confident this new campaign will help boost interest in and demand for UK goods and services even further.”
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As part of the UK’s ambitions to double trade with India by 2030, the campaign aims to stimulate interest and demand for UK goods and services and attract new Indian inward investment. New DBT data shows India is the UK’s second largest source of investment projects, with 118 new projects in the last financial year creating 8,384 new jobs.
While at the G20, Badenoch will pitch for greater deployment of digital trade, which will cut red tape and make it easier for UK businesses of all sizes to buy and sell internationally.
In New Delhi, she will meet some of India’s major businesses across a range of sectors, including BP, HSBC, Vodafone, Rolls Royce and Confederation of Indian Industry on Friday. She will also hold a bilateral with Tata Chair Natarajan Chandrasekaran, following their announcement last month of a new £4-billion gigafactory in the UK.
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The ministerial visit to India coincides with Round 12 of talks for an “ambitious and comprehensive” UK-India trade deal. She will meet with her counterpart, Indian Commerce Minister Piyush Goyal, to take stock of negotiations and agree how to progress a deal which could boost our bilateral trade, already worth £36 billion last year.
Meanwhile, the “Alive with Opportunity” campaign kicks off with a series of targeted trade missions, bringing the best of UK business to India in various sectors, from higher education to agri-tech to e-sports.