SOURCE: The NewsMarket

September 20, 2007 13:43 ET

India Launches India@60, Largest-Ever International Branding Campaign, Appoints The NewsMarket as Media Partner

Video to Be Available Next Week on www.thenewsmarket.com/india

NEW YORK, NY--(Marketwire - September 20, 2007) - Video and multimedia content made available via www.thenewsmarket.com/india will be the centerpiece of a media strategy to illustrate a historic celebration in New York City next week by the Indian government.

As part of the 60th anniversary celebrations to commemorate independence, a series of spectacular events will command center stage in New York City in what will be the largest-ever international branding campaign undertaken by the Indian authorities. The $10 million spend will see traditional advertising as well as extensive use of online video to raise awareness about India's changing image.

"We recognize that few mediums are as powerful as video to bring to life all that is exciting about India -- especially in this YouTube age," said Tarun Das, chief mentor of the Confederation of Indian Industry, the key organizers of the India@60 campaign.

From September 23rd-26th, the India@60 campaign -- at http://www.indiaat60.in/ -- will treat New Yorkers to a unique visual spectacle encompassing cultural shows, conferences and food, as well as art and fashion extravaganzas. Video of these events -- including exclusive material -- will be available starting next week to journalists, bloggers and consumers globally via www.thenewsmarket.com/india.

Among the highlights will be a giant sand sculpture replica of the Taj Mahal that will be built at the Port Authority Terminal; folk and Bollywood dances in South Street Seaport and Lincoln Center; and a fashion show in Bryant Park. Buses and billboards all over the city are already announcing the campaign. The India@60 campaign is being spearheaded by the Ministry for Tourism and Culture and the Confederation of Indian Industry (CII), a business trade group within the Ministry of Trade & Commerce.

"The Indian authorities' extensive use of video and online distribution to capture headlines and attention for this landmark event demonstrates once again India's appreciation for innovative marketing to drive brand perception and cut-through in a noisy and crowded media market," said The NewsMarket CEO and Co-Founder Shoba Purushothaman. "By leveraging the Internet's footprint and The NewsMarket's distribution platform, video from the events in New York will reach 193 countries."

About The NewsMarket

The NewsMarket is the online platform for corporations, governments and non-profit organizations to manage, share and exchange their video content. We have created the professional video destination at www.thenewsmarket.com connecting these content providers with over 13,000 media outlets, and the blogosphere, in 193 countries. The NewsMarket is headquartered in New York, with additional offices in Beijing, Delhi, London, San Francisco, Munich, Singapore, Hong Kong and Mumbai. The NewsMarket: where video means business.

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