DPIIT to market over 400 GI products through multi-media marketing campaign

20 Sep 2022 , 01:08 PM

To market more than 400 GI (Geographic Indication) items, including Darjeeling tea, Chanderi fabric, Mysore silk, and Kashmir walnut wood carving, the trade and industry ministry is preparing a multi-media campaign.

According to the department’s notice inviting requests for proposals, “The Department for Promotion of Industry and Internal Trade (DPIIT) intends to empanel one or more audio-visual agencies to carry out various multi-media campaigns, production of advertising and promotional materials on a regular ongoing basis.”

The agency would also help the government scale up the GI campaign through a variety of interventions, which are thought to be crucial for creating a robust GI ecosystem, it was stated.

The ministry’s DPIIT is seeking to appoint reputable audio-visual firms for a GI promotion campaign.

Production of movies, documentaries, sponsored AV (audio-visual) programmes, AV ads, and short videos would all fall under the purview of the empanelled agency or agencies.

According to the notice, there has been very little promotion and advertising for Indian GI products, which has resulted in very little knowledge and interest among the younger population.

In India, more than 400 GI goods, according to the statement, are registered.

Given GI’s great commercial potential, it is crucial to concentrate on marketing, branding, publicity campaigns, and cataloguing GI items. This may be done by using e-business tools, communication technology, and developing online portals, the report added.

The notification stated that the formulation of a well-planned and comprehensive multi-media communication strategy is required, together with a diligent execution on an all-India basis, for the benefit of right holders, who are primarily local artists and craftsmen.

These ads’ main goal is to position Indian GI items as specialised goods by creating a premium brand around them.

A GI is primarily a produced product (handicrafts and industrial goods), an agricultural product, or a natural product that comes from a specific geographic region.

The correct procedure for registering GI items entails the submission of an application, preliminary examination and scrutiny, show cause notice, publication in the geographical indications journal, opposition to registration, and registration.

Once a product receives this label, no person or business may sell a comparable product under that name. This tag is good for ten years, after which it can be renewed.

Legal protection for that object, preventing unauthorised usage by others, and increasing exports are some further advantages of GI registration.

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