GI products: DPIIT plans a multimedia campaign to promote GI products

The Ministry of Trade and Industry is planning a multimedia campaign to promote more than 400 GI (geographical indication) products such as Darjeeling tea, Chanderi cloth, Mysore silk and Kashmiri walnut wood carving. “The Department for the Promotion of Industry and Internal Trade (DPIIT) intends to set up one or more audiovisual agencies to carry out various multimedia campaigns, the production of advertising and promotional materials on a regular basis,” says the opinion of the department inviting request for proposal.

The agency will also support the department in scaling up the IG campaign through multiple interventions, considered important for building a strong IG ecosystem, he said.

The DPIIT, under the aegis of the ministry, seeks to establish reputable audiovisual agencies for the campaign to promote GIs.

Work for the incorporated agency or agencies would include the production of films, documentaries, sponsored AV (audiovisual) programs, AV spots and the production of short videos.

The notice states that the lack of promotion and publicity of Indian GI products has led to minimal awareness and interest among the younger generation, resulting in very limited use of these products.

He said there are over 400 registered GI products in India.

Considering the huge commercial potential of GIs, it is important to focus on marketing, branding, advertising campaign and cataloging of GI products, which can be achieved by using e-commerce tools, communication technologies and the development of web portals, he said.

This would further increase job opportunities for growers and boost the economy, the notice adds.

Explaining the purpose of the campaign, he said effective communication is key to the successful design and delivery of government projects and services, as it plays an important role in helping all stakeholders understand their roles and responsibilities in the project life cycle.

Historically, many of the government’s good programs have failed to produce the desired impact due to very low citizen acceptance, lack of consistency in delivering the right message, and unplanned use of media channels, he added.

“Awareness and communication programs help ensure that relevant information reaches the right person at the right time, grabs users’ attention, creates awareness of issues and ultimately influences the behavior of everyone involved in the desired direction,” he said.

The notice stated that for the benefits of the rights holders who are mostly local artisans, the creation of a well-planned and detailed multimedia communication strategy is required along with thorough execution all over India.

The main objective of these campaigns is to build a premium brand around Indian IG products, promoting them as niche products.

The deadline for receipt of proposals is October 7.

A GI is mainly an agricultural, natural or manufactured product (artisanal and industrial goods) originating in a specific geographical territory.

Typically, such a name conveys an assurance of quality and distinctiveness, which is essentially attributable to the place of its origin.

There is a proper process for registering GI products which includes filing of application, preliminary review and examination, notice of evidence, publication in the Geographical Indications Journal, opposition to registration and recording.

Any association of persons, producers, organization or authority established by or under the law may submit an application. The applicant must represent the interests of producers.

Famous products that bear the GI label include Basmati Rice, Darjeeling Tea, Chanderi Cloth, Mysore Silk, Kullu Shawl, Kangra Tea, Thanjavur Paintings, Allahabad Surkha, Farrukhabad Prints, Lucknow Zardozi, and Kashmir walnut wood carving.

Under the Paris Convention for the Protection of Industrial Property, GIs are covered as part of intellectual property rights (IPRs).

They are also covered by the WTO Agreement on Trade-Related Aspects of Intellectual Property Rights (TRIPS).

The Indian Geographical Indications of Goods (Registration and Protection) Act 1999 came into force on September 15, 2003.

Once a product obtains this label, any person or company cannot sell a similar item under this name. This sticker is valid for a period of 10 years after which it can be renewed.

Other benefits of GI registration include legal protection of that element, prevention against unauthorized use by others, and promotion of exports.

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