White Paper / Concept Note
DISTRICT – STATE:
“Assam and Its Districts”
- A Concept Note
-
Ref. No.: Cnt/ Dst-St/ Assam
Date:
To,
The Hon’ble Chief Minister – Assam
Government of Assam.
Kind Attn.: Sh. Sarbananda Sonowal
Sub.: Campaign for Securing Investment for Assam.
Dear Mr. Chief Minister,
Allow us to begin by thanking you for providing us with this opportunity to
present our thoughts and ideas on the captioned.
Assam, the state, is green all around the year, is the main contributor to enable
availability the most loved beverage of India ‘chai’ and contributes to more than 25%
to the oil coffers of the country is still not considered investment conducive. The
surprising fact that Assam that is so rich in natural resources still has a growth rate
which is below the National figures, is at best a dichotomy. Assam thus presents a
unique economical juxtaposition of backwardness amidst plenty.
With the aforementioned background, allow us to present this focused
Investment securing Concept Note into your kind self’s consideration. The Concept
note is based on our copy write concept of District – State. The concept’s ethos is
based on having a cohesive selling strategy not only for the state but individual
districts and in turn the micro-economies. For example, for Assam the entire
campaign is designed around the focus investment areas like Oil & Gas, Eco & Wild
Life Tourism, Bamboo, Minerals, Tea, Silk etc.
The biggest advantage the concept is in involvement of the intelligentsia of the
state to work towards the goal & mission of securing investments. The concept has
two unique facets wherein the state is projected as the facilitator for the investment &
investment friendly environment-cum-policies and each district ‘selling’ its unique
dynamics to secure investment. This not only distributes the ‘workload’ from the state
headquarter but also ensures that planned uniform investment is achieved across the
state and the sustenance/evolving of micro-economies thereof.
The proposed plan, strategy and timelines herein, are devised & designed
keeping in mind both the objectives of securing as a short term objective and creation
of sustainable micro-economies as a long term objective. The focused marketing of
this campaign would establish Assam as a pioneer. This integrated methodology has
not yet been tried anywhere in India. The implementation of the initiative would
also strengthen the position of Assam as torch bearer of innovative ideas and the
preferred Investment destination.
With your permission, we introduce Contextualise as a Full Service Creative
Media Production House. With rich execution experience under our belt, we provide
full service end-to-end production starting from the client brief to stitching together a
subject-appropriate creative concept and handling all the steps resulting in the end
deliverable. Our experience spans all mediums of Mass Communication including
Radio, Audio & Video and Social Media/Internet.
Looking forward toward your learned inputs. We solicit a personal audience to
showcase our creative work and discuss the Concept.
Thanking you.
Encl.:
−
Concept Synopsis
कोस कोस पे बदले पानी, चार कोस पे वाणी
(The taste of water changes every 3 km and the dialect changes every 12 km)
This saying captures and conveys the diversity of India in its full glory. The
diversity is evident in social set-up, cuisine, art & craft, music et al.
Even the smallest state would thereby have many dialects, cultural and socioeconomic variance. The states are sub-divided into administrative district to cater to
this variance and take into account the available resources (natural, human and
financial). This helps in covering the sectoral activities & schemes assigned to
the district level and below.
If the districts are the units to implement administrative planning of the state,
then the moot question remains:
How can the state be holistically promoted by just having a
conclave/propaganda for the state only?
So, in essence state would be self-promoting itself, if each of its constituent
district was to be promoted individually. With this background we present the concept
of “District – State: State and Its Districts”.
Business Objective: To make the state promotion propaganda not only a traction
generating exercise but a quantifiable investment and/or “eye-catching” affair which may
see non-evident revenue inflow via generation of interest in leisure, cultural, art & craft,
dance & music, cloths & attire et. al.
Methodology: The propaganda is proposed as follows:
•
Initiation: The initiation of the continuous activity would be a mega 2-3 day event.
The structure is proposed to be:
o
State Conclave: The state conclave at the event location would be the key
information dissemination center regarding the state policies, benefits, business
environment, socio-economic dynamics, security dynamics etc.
o
District Conclaves: Each of the districts of the state would have an individual
conclave.
Each district conclave would have a unique and different ‘look and feel’ to
showcase the ‘ethos’ of that particulate district. Each district would project its own
USP’s encompassing all the resources viz. Natural, Human and Financial.
The design and implementation of each district conclave would be done in as inimitable
a way as possible. The district conclave would display infrastructure, industry, tourist places,
religious places, educational places, medical, art & crafts, cuisine & culture, music & dance et.
al. of this particulate district.
§
Benefits: Each district would hard-sell its USP’s to the visitors. As staging of
each district is very detailed and focused, it is highly likely that a major
percentage of the visitors would find something of their interest and therein lies
the possibility of a quantifiable monetization of the traction.
This also adds a spark of healthy competition between the districts to try
and secure the biggest pie of the anticipated investment.
•
Preparation: The event of this scale and stature would require a very detailed
planning, information gathering and implementation. The preparation and planning
activities would include (but not limited to):
o State USP Strategy: The stake holders at the state capital would put their efforts in
devising an identifiable state specific promotion strategy.
This has to be done with the mandate that this shall be unlike the propaganda
‘pitches’ used by any other Indian States. This would be converted to the following
AV means:
§
Propaganda Film for the State
§
Propaganda Audio clips, signature songs
§
Digital Media including YouTube, Facebook, Twitter et. al.
§
Print Media
o District USP Strategy: The district head(s) would put their efforts and resources in
devising an identifiable district specific promotion strategy, but at the same time
aligned with the ‘State Strategy & Vision’. This has to be done with the mandate
that this shall be a unique ‘pitch’ representative of the ‘resources’ of the district in
question. The ‘pitch’ of each district would be converted to individual AV means:
•
§
Propaganda Film for the district
§
Propaganda Audio clips, signature songs
§
Digital Media including YouTube, Facebook, Twitter et. al.
§
Print Media
Implementation: The event can be implemented at the State Capital and/or the
National Capital – Delhi as well. The event at the state renders the dignitaries an
opportunity to have a first-hand ‘look & feel’ of the state. The event at Delhi would
give it the advantage of an added mileage and eye-balls. The exact implementation &
execution model shall be finalized after due discussions with all the stake holders.
•
Invitees: Apart from the event being open to the general Public, but to cater to the
Business objective of “Monetising the traction”, it is suggested that the specific
invitation be sent to:
o
Embassies: The may forward the same to FII’s of their countries that are looking for
avenues to invest in India.
o
Business Houses and Investment Groups: Direct invites to both National and International
houses and groups. This would not only act as an invitation to attend the event but also an
invitation to invest in the state.
o
Business Consultants: They would be consulting various interested houses for their “invest in
India” strategy.
o
Media Channels: Their programming would also add fuel to the state sponsored propaganda.
o
International Videographers, photographers, writers and other intelligentsia.