NEW DELHI, INDIA, March 16, 2009: India’s Oscar victory has been celebrated with patriotic fervor. But what will be the final word on Slumdog and its legacy for India?
Mr. Rahul Chawdhry, a professor of international marketing, says that although nobody claims we should hide the poverty and corruption that exists in India, highlighting these problems is very damaging to the “Made in India” brand internationally.
He says, “India can provide world class services when its reputation allows it. It is a hub for health tourism and successfully attracts international patients mainly because of the positive perception of Indian doctors in the U.S. and Europe. But after seeing Slumdog, will an American consumer be as open to buying Indian products, opening an Indian bank account, or having surgery performed in India? Marketing is, after all, a battle of perceptions in the consumer’s mind. Slumdog Millionaire hasn’t helped us on that score.”
[HPI note: When highlighting the bizarre and the exotic, as the Western media often does about Hinduism, a repulsion is created in people’s minds. One can argue that a negative portrayal of India has a negative effect on the subjective image of Hinduism worldwide.]