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'India Is' is a campaign started by the Public Diplomacy Division  of the MEA, India in 2011.

India has been world renowned for its amazingly rich and diverse mix of cultures shaped by its history, traditions and of course its people. Besides its culture and people, India has slowly moved from a 'developing nation' just two decades back, and emerged as a critical and decisive country that is shaping the contours of the world economy.

India is not only seen as a tourist destination for millions of people, but also an investment option and now is the time for the world to see India for what it is; A melting pot of talent, innovation, diversity, cultures and beauty.

This idea was powered by Skarma, for the Public Diplomacy Division (PDD) of the Ministry of External Affairs (MEA) and duly supported by Incredible India. The main aim of this new identity powered by the PDD is to highlight the abundance of ‘soft power’ prevalent in India, to better understand India’s influence abroad and the perception other’s share about India. A country’s soft power is defined by its ability to attract others due to its culture, political values, foreign policies and so on. This brand was created to continue engaging with people from all over the world over a common point of interest - INDIA. The Brand has a global focus, appeal, direction and outlook and aims to involve as many countries as possible.

The Objectives
Shedding light on the soft power prevalent in India A country’s soft power is often measured by its ability to attract people by the story it tells; and India has always told a fantastic story. The story of India is that of a sublime blend of the 21st century with an ancient one dating back thousands of years.

Engaging as many individuals as possible - Indians - Foreigners - Global online community - Potential tourists - Indophiles

Changing perceptions of India The Public Diplomacy Division of the Ministry of External Affairs (MEA) presents the 'India Is' Global Challenges 2012, supported by Incredible India. The Video Challenge will work towards illuminating some of the many things that make India what it is, a diverse country at the cutting edge of originality.

The Networks
Incredible India Incredible India is affiliated with thousands of travel operators and agencies all over the country and all over the world. Our partnership with Incredible India gives us access to these travel operators and the ability to reach tier 2 cities, tier 3 cities and most importantly, rural tourist destinations all over the country.

Ministry of External Affairs, Public Diplomacy Division (PDD) This network will create a huge base for international outreach as well as offering attractive prizes. The PDD will ably support and promote the Challenges across all its channels and avenues.

SKARMA Experience from executing the first ‘India Is’ Global Video Challenge 2011. Dedicated team towards implementing and managing the brand for the next 2 years. Educational Institutes (Outreach to develop a relationship across borders  with exciting options for exchange programs and a whole lot more).
 * Indian
 * International.

The India Is Global Video Challenge 2011 - Inaugural Edition
The Public Diplomacy Division of the Ministry of External Affairs (MEA) had launched a global initiative called the 'India Is' Video Challenge.

Participants were encouraged to create a short video (maximum 3 minutes) to share with a global audience just exactly what their perception of “India Is”. The Video Challenge would have to highlight and showcase India’s immense soft power. More so, all the content that would be promoted by this platform would be generated by the Indian Public, visitors of India and Indian aficionados the world over.

An insight on the event: The India Is Global Video Challenge 2011 received more than 260 entries, out of which 245 qualified for the Jury Round.

The challenge was open to submissions for a time period of 3 months: 1st October to 31st December 2011. The 3 themes chosen were:
 * '''India Is Colorful '''
 * India Is Creative
 * India Is Wherever You Are.

FINALIST
[http://indiais.org/rateit_eachvideos.php?userid1=309&videoid=3. “Laughter is the Best Medicine”] by the Film Artist.

[http://indiais.org/rateit_eachvideos.php?userid1=449&videoid=2. "The Potters' Town"] by Anirban Saha.

"The Beginning of an Epilogue" by Stefano Nicoli

"Namaste India" by Jacob Proud

"Desert Emotion" by Anubhav Joshi

"The Rock Of Ages" by Sonaal Pannu

"Please, take off your shoes, thank you" by Oleg Novak

"Vancouver Celebrates Diwali" by The Diwali Celebration Society

"Kites in India" by Miguel de Olaso

"India Timelapse" by Carl Finkbeiner

"India is Everywhere: An India Outside India" by Somchai Prasathong

"India is Colourful" by Samira Kidman

"Intimate Encounters" by Warmeye

"India is Creative" by Rohit Kumar VV

"Reflections, India" by David Mekler

"Ghat" by Alary Romain

"Holi. Festival of Colors. Utah." by Evan Carpenter

"....from the Craftsman" by Khushboo Dua

"Bridging Boundaries - Dreams from two villages" by Rahat Mahajan

"Save The Trees" by Vishal Thomas

|"The Painted Signal" by Shriya Pilgaonkar & Mitali Rajadhyaksha

"Time Travel" by Tara Kelton

"Feet of Clay - A short Film" by Sudhyasheel Sen

WINNERS

"That Indian Blaze In My Dream" by Umang Khanna

"Is India Colourful?" by Ravikiran

"Odd Balls" by Matiur Rahman

"The Wall" by Pramod

"Slovakian Dreams of India" by Anezka Chmolova

"India is: For Skiers" by Jonathan Simpson

"Gitanjali XII" by Nicola Gamberi and Elisa Miggiano

The India Is Global Video Challenge 2012 - Inaugural Edition
VIDEO CHALLENGE 2012 Similar to the first year, the Video Challenge 2012 will exclusively use YouTube to host, promote and share the various entries received. While the Video Challenge 2012 will be hosted as a Premium Channel on YouTube, it will allow the organizers to target attractive and interesting content by the users on the channel. The aim is simple: to increase the number of views, to increase the number of entries received and to increase the number of channel subscribers.