With the successful utilization of digital media and a very positive response to these new strides, the Public Diplomacy Division (PDD) of the Ministry of External Affairs (MEA) wanted to find new ways to shed light on the immense ‘Soft Power’ prevalent in India.

In order to do this, Skarma conceptualized, created and executed the first-of-its-kind Global Video Challenge, which encourage participants to create a short video (maximum 3 minutes) and share with a global audience just exactly what their perception of “India Is…” More so, all the content that was promoted by this platform was generated by the Indian Public, visitors of India and Indian aficionados the world over. 

The inaugural Video Challenge received 260 entries from 41different countries excluding India. Deemed a success, Skarma is managing andimplementing both Photography and Video based challenges through 2012 and 2013. 

 

My role was to design the Brand as a whole and the products under it which were mainly the websites and merchandise. The websites act as the forefront of the initiative and involved strategising how the contests would work, how users would sign up, track their own perfomance and at the same time needed to work as a tool for the team managing the contest to filter content, publish media and assign winners.

 

 

A promotional video explaining the rules was also conceptualized for the purpose of communicating the various do's/dont's to the audience.