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The India Show

The first ever trade fair from India in the UAE. Trade fair organised by Federations of Indian Exports Organisation(FIEO), Ministry of Commerce, Govt of India.

Objective:

To strengthen the bilateral trade relation between India and the UAE by showcasing the Indian opportunities as well as promote the strength of India and by organizing discussion forums.

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Communication objective:

  • The India show, coincided with China sourcing fair
  • To create buzz word around UAE regarding The India show/ The India sourcing fair
  • To establish brand recognition for The India Show
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Objective achieved through:

  • Pre event press conference held on 7th of April 2010, 3 months prior to the event at the Hyatt Regency
  • The Conference was addressed by President FIEO and the Consul General of India to Dubai.
  • Media was informed about India sourcing fair and Ministry of Commerce, govt of India’s intentions to boost bi lateral trade between India and UAE.
  • Leading dailies, publications, radio stations, and TV channels covered the event and published the same.
  • Live links were taken on the radio from the press conference.
  • The media was aware of the trade fair and was talking about it.
  • Pre Event Press meet was conducted at the Crowne plaza Hotel, Dubai,on the 4th of may 2010, a month prior to the trade fair.
  • The press meet was conducted with Ambassador of India to UAE, the Consul General of India to Dubai, and dignitaries from Ministry of Commerce, govt of India.
  • The purpose of the press meet was to officially launch the ‘The India Show’, which would unfold over 3 days from 8th June to 10th June, along with the India sourcing fair.
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Results:

  • The India show was written about in all the publications of UAE viz: Gulf news, Khaleej Times, Gulf today, Al Khaleej, Al Bayan, Al Ittihad, Malayalam Manorama, and many more
  • Constant coverage was given in the newspapers and publications over the 3 days of The India show.
  • 89.1 radio 4, Radio Spice, and Zee TV had constant live links from the events and trade fairs
  • Zee TV aired a special half an hour episode on The India Show, Dubai.
  • UAE had never seen such coverage on any of the Indian Event prior to this.
  • The India show was very successful with leading editors and journalists writing about it, and awareness to TG being achieved through effective advertising.

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