🇮🇳 India’s Place Branding Breakthrough. What Latin America Can Learn

When we think of global examples of successful place branding, India inevitably comes to mind. Campaigns like “Incredible India” did more than just put the country on the map; they shifted global perceptions, attracted millions of travelers, and created a powerful emotional connection with audiences. 

But behind the striking visuals and bold taglines, there’s something deeper: a strategy grounded in psychology, vision, and community ownership.

In a recent interview with Shyam Vasudevan, (Here) Director and COO of IdeaWorks Design and Strategy Pvt. Ltd. , we gain insight into this approach and, perhaps more importantly, a roadmap that many Latin American destinations could adopt in their branding journeys.

The Power of Lived Experience

One of Vasudevan’s key insights is that place branding is most powerful when it emerges from the people: “of the people, by the people, for the people.” 

He emphasizes that visitors don’t form lasting impressions through ad campaigns alone. Daily encounters shape them, how they are welcomed, how public spaces feel, and how stories of the place are reflected in service, culture, and conversation.

For Latin America, where identity and cultural richness abound, this is a critical reminder: the most successful place brands will not be designed behind closed doors, but through collaboration with communities. Public institutions, private actors, local artists, and even everyday citizens must feel part of the story.

A Vision Beyond the Electoral Cycle

Vasudevan asks an essential question: “What future does the place aspire to create for its people over the next 50 years?” Successful place brands, he notes, stem from long-term aspirations, not the need for quick PR wins.

Here is a particular challenge for Latin America, where political cycles often dominate public discourse and short-termism is common. Yet the most resonant brands in cities like Medellín or Montevideo have succeeded when leadership has pursued coherent long-term narratives of innovation, social cohesion, or quality of life. 

Vasudevan’s advice to think in decades is a valuable call for regional leaders: branding should be an investment in the future, not a temporary campaign.

Psychology + Storytelling = Connection

With a background in consumer psychology, Vasudevan highlights a key dynamic: people connect emotionally before they rationalize logically. 

The best place brands work is because they touch the heart. They tell stories rooted in local culture, identity, food, music, and landscapes—not merely slogans.

This resonates powerfully for Latin America, a region whose emotional, cultural, and human richness remains one of its greatest assets. To build place brands that last, we must embrace that narrative depth, not try to copy superficial trends from elsewhere.

Final Thoughts

India’s path to a globally admired brand wasn’t linear, but it was intentional. It required aligning vision with culture, strategy with psychology, and leadership with community.

For Latin America, the opportunity is huge. In an increasingly competitive global landscape for talent, tourism, and investment, the destinations that thrive will be those who dare to ask: “What story do we want to tell the world—and how do we live it every day?”

Ready to shape that story? Let’s connect.