Swades presentation ppt

Eastbound




Incomparable Luxury Travel Experiences



















SWA-DES





India Reawakened




























































1

the Context







Amongst the few things that wield the power to bring Indians together, arguably the top three
most dominant influences are Cricket, Bollywood and love for the country!


While cricket and Bollywood have both enjoyed extended spells of fame and global acclaim
translating into significant patriotism, the spirit of ‘India’ as an equalizer and source of national
pride has not remotely been harnessed.


Indians are inherently peace-loving. Peace is what the Chishtis taught them, as did Sant
Kabir and Guru Nanak. The Gandhian era has touched many a hearts with the power of the
weapon of truth and non-violence. Perhaps the only chip on India’s shoulder is its agonising
tryst with neighbouring Pakistan. But even this has stirred an everlasting cry for the notion of

brotherhood among Hindus, Muslims, Sikhs and Christians, at times sounding clichéd, but it is
always recognised as a socio-political ideal of unity in diversity.


In truth the word ‘peace’ forms the very core of Indian philosophy. Though innumerable wars
have been fought in the country, most were in quest of universal peace and ‘dharma’. Recourse
to arms was only taken when peace was threatened. There were other instances where Indians

were drafted to imperialist armies but, even then, wars had limited objectives and were fought
for the most part with far less savagery than elsewhere in the world.


Indians are amongst the largest community of people, yet the world knows so little about it.
Its rich heritage and cultural wealth, its hardworking people and strong business acumen,
its peace-loving approach and its simple-minded people, its valiant warriors and patriotic
national spirit.


Swades is a platform to embrace India in all its many forms. Swades is a sentiment. The same
sentiment shared by Indians across the globe. A sentiment that transcends all borders and
binds one community together.







2 3

the Context







Amongst the few things that wield the power to bring Indians together, arguably the top three
most dominant influences are Cricket, Bollywood and love for the country!


While cricket and Bollywood have both enjoyed extended spells of fame and global acclaim
translating into significant patriotism, the spirit of ‘India’ as an equalizer and source of national
pride has not remotely been harnessed.


Indians are inherently peace-loving. Peace is what the Chishtis taught them, as did Sant
Kabir and Guru Nanak. The Gandhian era has touched many a hearts with the power of the
weapon of truth and non-violence. Perhaps the only chip on India’s shoulder is its agonising
tryst with neighbouring Pakistan. But even this has stirred an everlasting cry for the notion of

brotherhood among Hindus, Muslims, Sikhs and Christians, at times sounding clichéd, but it is
always recognised as a socio-political ideal of unity in diversity.


In truth the word ‘peace’ forms the very core of Indian philosophy. Though innumerable wars
have been fought in the country, most were in quest of universal peace and ‘dharma’. Recourse
to arms was only taken when peace was threatened. There were other instances where Indians

were drafted to imperialist armies but, even then, wars had limited objectives and were fought
for the most part with far less savagery than elsewhere in the world.


Indians are amongst the largest community of people, yet the world knows so little about it.
Its rich heritage and cultural wealth, its hardworking people and strong business acumen,
its peace-loving approach and its simple-minded people, its valiant warriors and patriotic
national spirit.


Swades is a platform to embrace India in all its many forms. Swades is a sentiment. The same
sentiment shared by Indians across the globe. A sentiment that transcends all borders and
binds one community together.







2 3

the History







Wars have played a prominent role in the shaping of India’s literature and politics. The massive
war Mahabharata, fought in north-central India, has left permanent imprints on the Indian
psyche. Fought relentlessly for eighteen days in the quest of peace, the war amounted to
nearly 400,000 assorted troops fighting on chariots, horses, elephants and foot soldiers.

British rule
First invaders
The modern Indian Army dates back
The military history of India dates back to 6th century BC, encompassing the period when some to the early sixteenth century when
of the more belligerent forces like the Persians, Greeks, the Turks, Huns, Mongols and so on Europeans, like the French, Dutch,
crossed over into the more fertile plains of India from the north-western route. Portuguese and British, settled in India

They managed to slowly overrun western as traders. By the middle of the century,
India and in the process subdued numerous India had become subject to British rule.
native tribal kingdoms. Their advance 2, 33,000 Indian soldiers were drafted
further south was generally halted by the in the native army of the East India
jungle covered Vindhya Mountains. The Company. Over 1.5 million soldiers from
western coast was hilly and unsuitable for Indian Subcontinent fought for Britain at
the movements of considerable bodies of World War 1. India provided Britain with
people. The other major pre-condition of war not just men and material, but finances as well to fight World War 1. India bore £100 million
in India was and continues to be the Monsoon towards the cost of the war. 172,815 animals and 369.1 million tonnes of supplies and left the
rains between June and September when ports of India for various destinations. By the end of World War 2 the Indian Army was thus
movement of armies was virtually impossible. rated as among the best in the world whose officers and men displayed the highest levels
Occasionally great kings like Chandragupta of motivation and gallantry on the field of battle. The British ruled India for almost 200 years
Maurya succeeded in unifying most of the where Indian soldiers heroically fought many wars and suffered many casualties.
people of India. This ensued many years of
peace and prosperity but began to feel the India- Pakistan division
strain in 1000 AD when the Indian civilization
became complacent. Thus leading to another After World War –II as the British rule was overthrown,
great chapter in Indian ancient history, the India broke into communal riots and violence of
arrival of Islamic invaders. unprecedented proportions on the division of the
sub-continent into two distinct countries - India and

Mughal rule Pakistan. The partition came into effect on 15 August
1947, when India gained independence. Instead
Mughal rule prevailed over India for 300 years, of large scale celebrations, the country witnessed
fusing the country in many diverse fields like riots and mass killing between Hindus and Muslims.
the arts, craft, music, architecture, literature Kashmir continues to be a bone of contention
and culture. The advent of gunpowder based between India and Pakistan where several wars have
firearms now changed the pattern of warfare. been including Indo-Pakistani war of 1965, Indo-
The last of the Mughals was Aurangzeb who Pakistani war of 1971, war of Kargil in 1999, Siachen,
seized the throne by killing all his brothers Balochistan, Junagarh and many other skirmishes. The
and imprisoning his own father. During his Indian armed forces continues to remain stationed
fifty-year reign, the empire reached its at high altitude operations amidst snow, ice and
utmost physical limit but also witnessed the extreme cold conditions, fuelled by an intense spirit of
unmistakable symptoms of decline. patriotism and love for the country.
4 5

the History







Wars have played a prominent role in the shaping of India’s literature and politics. The massive
war Mahabharata, fought in north-central India, has left permanent imprints on the Indian
psyche. Fought relentlessly for eighteen days in the quest of peace, the war amounted to
nearly 400,000 assorted troops fighting on chariots, horses, elephants and foot soldiers.

British rule
First invaders
The modern Indian Army dates back
The military history of India dates back to 6th century BC, encompassing the period when some to the early sixteenth century when
of the more belligerent forces like the Persians, Greeks, the Turks, Huns, Mongols and so on Europeans, like the French, Dutch,
crossed over into the more fertile plains of India from the north-western route. Portuguese and British, settled in India

They managed to slowly overrun western as traders. By the middle of the century,
India and in the process subdued numerous India had become subject to British rule.
native tribal kingdoms. Their advance 2, 33,000 Indian soldiers were drafted
further south was generally halted by the in the native army of the East India
jungle covered Vindhya Mountains. The Company. Over 1.5 million soldiers from
western coast was hilly and unsuitable for Indian Subcontinent fought for Britain at
the movements of considerable bodies of World War 1. India provided Britain with
people. The other major pre-condition of war not just men and material, but finances as well to fight World War 1. India bore £100 million
in India was and continues to be the Monsoon towards the cost of the war. 172,815 animals and 369.1 million tonnes of supplies and left the
rains between June and September when ports of India for various destinations. By the end of World War 2 the Indian Army was thus
movement of armies was virtually impossible. rated as among the best in the world whose officers and men displayed the highest levels
Occasionally great kings like Chandragupta of motivation and gallantry on the field of battle. The British ruled India for almost 200 years
Maurya succeeded in unifying most of the where Indian soldiers heroically fought many wars and suffered many casualties.
people of India. This ensued many years of
peace and prosperity but began to feel the India- Pakistan division
strain in 1000 AD when the Indian civilization
became complacent. Thus leading to another After World War –II as the British rule was overthrown,
great chapter in Indian ancient history, the India broke into communal riots and violence of
arrival of Islamic invaders. unprecedented proportions on the division of the
sub-continent into two distinct countries - India and

Mughal rule Pakistan. The partition came into effect on 15 August
1947, when India gained independence. Instead
Mughal rule prevailed over India for 300 years, of large scale celebrations, the country witnessed
fusing the country in many diverse fields like riots and mass killing between Hindus and Muslims.
the arts, craft, music, architecture, literature Kashmir continues to be a bone of contention
and culture. The advent of gunpowder based between India and Pakistan where several wars have
firearms now changed the pattern of warfare. been including Indo-Pakistani war of 1965, Indo-
The last of the Mughals was Aurangzeb who Pakistani war of 1971, war of Kargil in 1999, Siachen,
seized the throne by killing all his brothers Balochistan, Junagarh and many other skirmishes. The
and imprisoning his own father. During his Indian armed forces continues to remain stationed
fifty-year reign, the empire reached its at high altitude operations amidst snow, ice and
utmost physical limit but also witnessed the extreme cold conditions, fuelled by an intense spirit of
unmistakable symptoms of decline. patriotism and love for the country.
4 5

Event Concept







A knowledge based summit to showcase India as a country with a rich history, a colourful
culture, a vibrant personality and a valiant spirit. The event will invite as speakers historical
academia, cultural experts, military leaders, iconic personalities and celebrities to evoke

and inspire the sentiment of national pride and patriotism. The audience profile will include
intellectuals, connoisseurs of the arts, scholars, writers, academia.


The event will be focussed at the Indian general populace and diaspora across countries with a
sizeable Indian community.




Event objective







The baseline objective of the event is to position ‘India’ as a multi-layered superpower. The
event platform will be designed to motivate an appreciation towards India’s heritage and its
defence forces and shall instil a spirit of pride and positivity amongst Indians. The focus will
be on the contributions of India to the world- be it mathematics, Ayurveda, spices, yoga or IT;
a retrospect of turbulent times in history and how it rose above it; instances where it selflessly

stood with other nations and came to their aid; and the several occasions in history where it
remained steadfast to its ideals of non-violence and world peace.


















6 7

Event Concept







A knowledge based summit to showcase India as a country with a rich history, a colourful
culture, a vibrant personality and a valiant spirit. The event will invite as speakers historical
academia, cultural experts, military leaders, iconic personalities and celebrities to evoke

and inspire the sentiment of national pride and patriotism. The audience profile will include
intellectuals, connoisseurs of the arts, scholars, writers, academia.


The event will be focussed at the Indian general populace and diaspora across countries with a
sizeable Indian community.




Event objective







The baseline objective of the event is to position ‘India’ as a multi-layered superpower. The
event platform will be designed to motivate an appreciation towards India’s heritage and its
defence forces and shall instil a spirit of pride and positivity amongst Indians. The focus will
be on the contributions of India to the world- be it mathematics, Ayurveda, spices, yoga or IT;
a retrospect of turbulent times in history and how it rose above it; instances where it selflessly

stood with other nations and came to their aid; and the several occasions in history where it
remained steadfast to its ideals of non-violence and world peace.


















6 7

Event attendees








This will be a ticketed event and select attendees on ‘invite only’ basis.


The event will be positioned as exclusive and aspirational from the word go.






Event Marketing








The marketing mix would include television, radio, OOH, newspaper, business publications,
digital media and social media for pre-event, during-event and post-event publicity.


Print media partnerships will be with consumer facing channels. Can engage national dailies
like Hindustan Times, Time of India, Business Standard, The Telegraph; business magazines

such as Businessworld, The Week, Business India; digital news media platforms like Print.in,
NDTV, India Today, Indian Express etc.


OOH media at key locations and radio would be part of the marketing mix. A PR and social
media agency would be engaged for maximising reach and awareness. Event will be televised
on national television- options of a tie-up with Zee TV, Sony, CNBC .


An event jingle can be created in the form of a thematic music piece composed by the likes of
Gulzar, Vishal Bharadwaj, Kailash Kher












8 9

Event attendees








This will be a ticketed event and select attendees on ‘invite only’ basis.


The event will be positioned as exclusive and aspirational from the word go.






Event Marketing








The marketing mix would include television, radio, OOH, newspaper, business publications,
digital media and social media for pre-event, during-event and post-event publicity.


Print media partnerships will be with consumer facing channels. Can engage national dailies
like Hindustan Times, Time of India, Business Standard, The Telegraph; business magazines

such as Businessworld, The Week, Business India; digital news media platforms like Print.in,
NDTV, India Today, Indian Express etc.


OOH media at key locations and radio would be part of the marketing mix. A PR and social
media agency would be engaged for maximising reach and awareness. Event will be televised
on national television- options of a tie-up with Zee TV, Sony, CNBC .


An event jingle can be created in the form of a thematic music piece composed by the likes of
Gulzar, Vishal Bharadwaj, Kailash Kher












8 9

Event




Programme









Event opens


Emcee introduces event and welcomes audience





Shillong Choir


Troupe from India’s Got Talent fame opens the event with a rendition of Vande Mataram.





Lamp lighting Ceremony


Ministry official does the lamp lighting along with event organizers





Welcome Address



Organizer delivers welcome address





Keynote


Ministry official delivers Keynote address













10 11

Event




Programme









Event opens


Emcee introduces event and welcomes audience





Shillong Choir


Troupe from India’s Got Talent fame opens the event with a rendition of Vande Mataram.





Lamp lighting Ceremony


Ministry official does the lamp lighting along with event organizers





Welcome Address



Organizer delivers welcome address





Keynote


Ministry official delivers Keynote address













10 11

Session 1- Panel discussion “India openhearted and open to attack”


The panel discussion will delve into India’s history to examine the country’s inherently
hospitable, warm, friendly and welcoming characteristics, which has not always borne the
fruits it expected, but is a prominent and pervasive feature of the community.



Session 2- Panel discussion “India’s contributions to the world”


The session will stir conversations on India’s contributions to the world through centuries in
mathematics, yoga, Ayurveda etc.



Session 3- Panel discussion “Raising the Bar in Sports”

An evocative discussion with sportsman who’ve represented on an international scale.

Hima Das, Phogat sisters, Virat Kohli, P.V. Sindhu.


Session 4- Panel discussion “Land of the Gods- Spiritual India”


The panel will throw light on India’s allure as the land of spiritual awakening that draws
thousands of tourists every year in the pursuit of enlightenment and wisdom. Sadhguru,
Sri Sri Ravi Shanker, Sister Shivani.


Dramatic act

A dramatic and evocative representation of Jalianwalabagh by school children.



Session 5- Presentation by Khalsa Aid Foundation

A presentation by a representative of Khalsa Aid Foundation on the extensive altruism and

intense devotion the organization has displayed towards all communities.







12 13

Session 1- Panel discussion “India openhearted and open to attack”


The panel discussion will delve into India’s history to examine the country’s inherently
hospitable, warm, friendly and welcoming characteristics, which has not always borne the
fruits it expected, but is a prominent and pervasive feature of the community.



Session 2- Panel discussion “India’s contributions to the world”


The session will stir conversations on India’s contributions to the world through centuries in
mathematics, yoga, Ayurveda etc.



Session 3- Panel discussion “Raising the Bar in Sports”

An evocative discussion with sportsman who’ve represented on an international scale.

Hima Das, Phogat sisters, Virat Kohli, P.V. Sindhu.


Session 4- Panel discussion “Land of the Gods- Spiritual India”


The panel will throw light on India’s allure as the land of spiritual awakening that draws
thousands of tourists every year in the pursuit of enlightenment and wisdom. Sadhguru,
Sri Sri Ravi Shanker, Sister Shivani.


Dramatic act

A dramatic and evocative representation of Jalianwalabagh by school children.



Session 5- Presentation by Khalsa Aid Foundation

A presentation by a representative of Khalsa Aid Foundation on the extensive altruism and

intense devotion the organization has displayed towards all communities.







12 13

Session 6- Panel discussion “Championing the corporate world”

The road traversed by Indians may be long and arduous but mostly ends at the summit.
An insightful discussion on the reasons why the world’s largest companies are being led by

Indian CEOs.


Session 7- “Always remember 26/11”


A visual and descriptive session in remembrance of the events of 26/11 when Mumbai
witnessed a horrific terrorist attack. An interactive session with defence officers, armed
forces, naval officers, police chiefs who were on the ground and the events that transpired.



Session 8- Poetry recital by Amitabh Bachchan


A dramatic and poetic narration of poems written by Harivanshrai Bachchan.


Session 9- Poetry recital by Jawed Akhtar



Session 10- In conversation with Amitabh Bachan & Jawed Akhtar

Moderated by a famous TV personality/ journalist.


Cultural entertainment act

Live singers Fusion of Indian instruments with cultural dances.
















14 15

Session 6- Panel discussion “Championing the corporate world”

The road traversed by Indians may be long and arduous but mostly ends at the summit.
An insightful discussion on the reasons why the world’s largest companies are being led by

Indian CEOs.


Session 7- “Always remember 26/11”


A visual and descriptive session in remembrance of the events of 26/11 when Mumbai
witnessed a horrific terrorist attack. An interactive session with defence officers, armed
forces, naval officers, police chiefs who were on the ground and the events that transpired.



Session 8- Poetry recital by Amitabh Bachchan


A dramatic and poetic narration of poems written by Harivanshrai Bachchan.


Session 9- Poetry recital by Jawed Akhtar



Session 10- In conversation with Amitabh Bachan & Jawed Akhtar

Moderated by a famous TV personality/ journalist.


Cultural entertainment act

Live singers Fusion of Indian instruments with cultural dances.
















14 15