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 impanel 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 will also help the government scale up the GI campaign through a variety of interventions, which are seen to be essential for establishing a robust GI ecosystem, it said.
The ministry's DPIIT seeks to appoint renowned audio-visual companies for a GI marketing campaign.
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 generation.
In India, more than 400 GI products, according to the statement, are registered.
Given GI's great commercial potential, it is important to concentrate on marketing, branding, publicity campaigns, and cataloging of GI products. The report added that this may be done by using e-business tools, communication technology, and developing online portals.
The notice also stated that this would expand the producers' choices for employment and strengthen the economy.
These advertisements' main goal is to position Indian GI items as specialized goods by creating a premium brand around them.
The last date for receipt of proposals is October 7.
On September 15, 2003, the Geographical Indications of Goods (Registration & Protection) Act 1999 of India came into effect.
Once a product receives this tag, no one or business may sell a comparable product under that name. This tag is good for ten years, after which it can be renewed.
The other benefits of GI registration include legal protection for that item, prevention against unauthorized use by others, and promotion of exports.
