Games 2010: Making of Brand Delhi

If you thought the 2010 Commonwealth Games were about showcasing just the sports, it's time for a rethink. What's also set to get promoted is Brand Delhi, reports Vandana Ramnani.

If you thought the 2010 Commonwealth Games were about showcasing just the sports, it's time for a rethink.

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What's also set to get promoted is Brand Delhi.

The State Government and the organizing committee have planned a series of campaigns to carve out the Capital a cosmoplitan identity, a la New York.

One of the first initiatives in a line of many is a branding programme to be titled "India in one city".

"The idea emerged from a recently launched coffee table book Delhi - India in one city," said an official in the organising committee who was not authorised to speak to the media.

The idea is to showcase Delhi as a salad bowl of cultures.

"Unlike New York, which is perceived as a melting pot, we are trying to position Delhi as a salad bowl with each state having its own individual presence in the city," he said.

Another campaign seeks to drive home civility in a city not known for its niceties.

"The idea of 'Care, share and concern' was mooted by the Chief Minister," said the official, adding that it was important to inculcate a sense of association with and ownership of public property.

The third campaign being contemplated is called "Khelega har koi, jeetegi Dilli (Everyone will play, Delhi will win)'.

The idea is to showcase how the common man will benefit from the Games after the event is over. This may be launched closer to the Games.

The other initiatives planned around the Games are milestone events like 365 days to go, 100 days to go, green games and test events.

The campaign 'Come out and play', is meant not only to promote the Games, but also to inspire the youth to participate in a variety of sports, will be expanded to include other target groups like housewives, students, tourists and sponsors.

Then, there are 'Commonwealth for the common man' and 'The best ever games ever' campaigns."The idea is to differentiate it from Beijing and showcase the uniqueness of the Commonwealth Games to be held in India," the official said.

And then there will be the merchandise and memorabilia associated with the Games.

You could get mehendi tattoos in the shape of the Hames logo for instance, or buy khadi outfits in Commonwealth colours.

"We are trying to tie-up with the Ministry of Textiles. The idea is to promote Indian fabrics. The ministry may be asked to design saris, bindis and skirts, which can be used as mementos ," he said.