NY times has this article on how India is marketing itself at WEF( World Economic Forum) with some great PR & customer experience strategies. The total budget for the "India Everywhere" campaign is $ 5 million.
Here are some excerpts from the article:
Delhi swept into Davos on Wednesday, with an extravagant public relations campaign by India intended to promote the country as the world's next economic superstar, and as a democratic alternative to China for the affections of foreign investors.
There were few places one could go, on this first day of the World Economic Forum's annual meeting here, without seeing, hearing, drinking, or tasting something Indian. The organizers call the campaign "India Everywhere" and they appear to mean it literally.
Advertisements on buses here promote India as the world's "fastest-growing free-market democracy" — a not-so-subtle reference to China, which has done little to relax the grip of the Communist Party over society. India, by contrast, is a clamorous democracy, with 675 million eligible voters.
India has left little else to chance in its courting of people here. It has organized daily news conferences and happy hours, as well as an art exhibit. For the gala ball, which will have an Indian theme, it is flying in chefs from 14 Taj luxury hotels to whip up Indian cuisine.
In their hotel rooms on Wednesday, participants found tiny iPods with Indian music recorded on them, and Pashmina stoles, described as a "gift from the Himalayas to keep you warm in the Alps."