The British High Commission is very serious about
the way the United Kingdom is perceived in India.
Sources in the advertising industry say that the High Commission is engaged in a search to select a suitable agency, which will project a more contemporary image of the country.
Apparently, half a dozen agencies are involved in the pitch, but the High Commission officials are tight-lipped about their identity.
Jeff Wilson, first secretary - press & communications, British High Commission, said, "We enjoy working with PR and marketing agencies in India on a regular basis - both in specific events and regarding our overall profile in India. As part of this, we are meeting with a number of creative houses to look at the way UK is currently projected and how we might do that in future."
"The British High Commission is interested in portraying itself as a technologically advanced modern nation, and not as a country steeped in old-world customs," said a source in the know of the pitch proceedings.
With the UK under terror attack, Indian agencies will perhaps now have to do more than just presenting the country as a technologically advanced modern nation.
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