Case Studies

"I wish to thank you for the agency's commitment in the implementation of Bonjour India. The campaign's large impact in the traditional and online media as well as the face-to-face interactions with influencers will help us realise Bonjour India's mission in India. My team and I were pleased to collaborate with your staff. I renew my congratulations and look forward hopefully working with you again." - Aruna Adiceam, Director Development and Strategy, CULTURESFRANCE.

Servicing Brand: Hanmer MSL India

Service Period: August 2009-February 2010

The Challenge

'Bonjour India, a Festival of France' was a collaborative initiative by The French Embassy, the Alliance Française and CULTURESFRANCE to promote and raise the profile of 'brand France' within India. Hanmer MSL was tasked with building brand France through the festival - and had a number of obstacles to overcome. Research showed that the perception of France amongst Indian people was that even though it was a country with a rich heritage, it had little ambition to collaborate with India in terms of new industries or technologies.

The Solution

The strategy employed by the agency was to leverage 'Bonjour India, Festival of France' as 'France's rendezvous with India' and draw on a shared background between the two nations across three key areas including: Business and Economy, Culture and Science, and Technology. Cities and local landmarks with historical connections to France were used as a symbol of long-term partnership and all Bonjour India events, activities and media briefings were positioned as revealing the 'true face of France,' dynamic and diverse in nature and emphasising a new era of cultural exchange.

Results

• 99% of media coverage included a key message about France's future development plans, lively culture and connection to India.
• More than 100,000 people attended a Bonjour India event.
• 72 performances of French musicians and dancers, 28 exhibitions of French art and media, 4 film festivals with 30 legendary and contemporary French films and 24 Indian short films, 182 scientific, academic and business panels and conferences made France the most active foreign country in India during the period of the campaign.
• More than 1,200 articles generated across a variety of media outlets equivalent to an AVE of 7.5 million EUR.