Branding national issues: India and the branding bandwagon

Abstract

Branding in the global sense of the marketing discourse has firmly entrenched itself in India like most international markets. Branding and Urban processes are creating a whole new way of looking at oneself and creating new notions of self-worth. This paper will examine the obsession with the idea of branding that cuts across not only just products that are advertised for monetary purchase but also branding that cuts across matters of national concern, of belonging to ideological frameworks, and even reading cultures. Clearly, everything seems to require a label, a sign that comes with a ready sense of identity, of a shelf value that gives temporary sense of collective spirit and provides a much needed soul-stirring experience. This paper will examine recent media-driven branding exercises for issues of national importance against the backdrop of Gandhi as a super-sign and a brand that is revisited at every juncture of social and political phase in the country even today. The paper takes recourse to Umberto Eco's theory of sign production and the theory of codes to understand that signification is a complex process and all signs do not qualify as semiotic judgments. Herein, is the importance of Gandhi as a super sign – the power of cultural codes and Gandhi's ability to identify the semantics of these codes, where most contemporary branding exercises have failed. Another equally important example of a super-sign in India, the game of cricket is an exemplary of cultural codes and the modes of sign production coming together to stand in for “nationalism” of lasting value.