The soft power of brand (Ram)ifications

Some time ago, the discussion on Soft Power was initiated, emphasizing its significance despite being an intangible concept. Its impact is noticeable, making it a vital tool for brands seeking to shape worldwide attitudes and behaviours for a better future.

The recent inauguration of the Ram Temple in Ayodhya holds profound soft power implications for the Brand India, both domestically and globally. Beyond its religious and historical significance, the event has the potential to be a soft power asset for India, influencing perceptions and relationships on the global stage.

While political pundits will see the domestic impact of this event as being far-reaching, it symbolizes a new chapter for India by serving as a cultural and civilizational milestone. It also marks a significant promise fulfilled by the ruling party, linking it to potential political implications in the upcoming general elections.

Global Implications - Soft Power and Cultural Diplomacy
The story of Lord Ram is not confined to India; it resonates across Asia. Countries like Nepal, Sri Lanka Thailand, Cambodia, Laos, China, Myanmar, Indonesia, and Vietnam all have their own versions of the Ramayana. India can leverage this shared cultural heritage to forge closer ties with these nations. For instance, Ayutthaya in Northern Thailand is said to take its name from Ayodhya.  Angkor Wat in Cambodia was originally dedicated to Lord Vishnu featuring murals of the Ramayana. By capitalizing on the common thread of Lord Ram, India can strengthen cultural ties and enhance its soft power globally.

Tourism Boost – Tapping a lucrative opportunity
The Ram Temple has the potential to boost tourism, particularly from countries where the Ramayana is deeply rooted in cultural traditions. The government of India and India Railways have already unveiled the Bharat Gaurav Tourist Train, connecting key sites related to Lord Ram's story. Over 18-days, the journey covers more than 8,000 kilometres, showcasing the birthplace of Lord Ram and other significant locations like Buxar, Varanasi, Sita Samahit Stal, Janakpur Chiratkoot and Rameswaram. India can tap into a lucrative market by promoting religious tourism. Countries like, Tibet (Lahsa), Italy (Vatican City), Israel (Jerusalem), Saudi Arabia (Mecca and Medina), Cambodia (Angkor Wat), etc. earn billions from religious tourism annually.

Power Projection – India on a Global Stage!
The Ram Temple event attracted foreign dignitaries, showcasing India's cultural and historical significance. Around 100 heads from 55 countries, including ambassadors and MPs, have been invited to the 'Pran Pratishtha' ceremony at the Ram Temple. Social media was abuzz with Israel's ambassador to India, posted a picture with a replica of the temple, expressing congratulations and a promise to visit soon. This diplomatic engagement demonstrates India's assertion on the global stage. It has sent a powerful message about India's standing in the world, connecting its past with its promising future.

Brands Basking in the Soft Power Glow
The Ram Temple inauguration presented a unique opportunity for brands to connect with a large and engaged audience. Many across various sectors seized this opportunity.
 • Amul created a special doodle and gave away 'diya and panchamrit' samples with Big Basket orders.
• Parle introduced a limited-edition "Shri Ram Laddus" and sponsored food distribution across Ayodhya.
• Dabur Gulabari released a CGI video celebrating "Pushp Varsha" (flower shower) in Ayodhya.
• Bisleri created special Ram Mandir-themed bottle caps.
• Burger Singh launched a QSR outlet in Ayodhya.
• Fortune partnered to provide cooking oil for the bhog (feast).
• ITC Mangaldeep created a "Khushboo Path" (fragrant pathway) using their agarbattis near the temple.
• Signify (formerly Philips Lighting) illuminated the Ram Path and specific areas of the temple complex.
• PVR and INOX screened special documentaries and films related to Ramayana in Ayodhya.
• Cantabil made a milestone by launching its 500th store in Ayodhya.
• Coca-Cola set up branded kiosks and coolers in Ayodhya and sponsored cultural events.

While some brands faced criticism for their marketing campaigns, accusing them of being opportunistic or insensitive, the overall sentiment was positive. Brands recognised and catered to a large audience at a significant event. Not sure why some brands faced criticism. Seemed a little unnecessary. Brands are most likely to target large gatherings. Haven’t we seen this happening at Kumbh Melas and festivals appealing to different communities?

The inauguration of the Ram Temple in Ayodhya not only holds immense cultural and religious significance for India but also presents a unique opportunity to harness soft power on the global stage. By leveraging the shared cultural heritage embedded in the Ramayana, promoting religious tourism, and projecting power through diplomatic engagement, India can establish itself as a major cultural force, enhancing its influence worldwide. As the soft power of the Ram brand unfolds, India stands at the threshold of a new era, intertwining its rich past with the promise of a dynamic future.

Overall, the Ram Temple inauguration presented a unique opportunity for brands to engage with a large and engaged audience. While the approaches varied, the common thread was the attempt to connect with the cultural and emotional significance of the event.

Disclaimer: The views expressed here are solely those of the author and do not in any way represent the views of exchange4media.com.