Subhash Chandra Gupta |

Beyond Borders: Designing Strategies for a Shared Future Between India and Africa

Guide Deval Kartik
Sponsor Ideaworks Design & Strategy Pvt.Ltd.
Keywords brand recognition;Facebook;multidisciplinary;outreach

INDIAFRICA: A Shared Future, is a platform for creative exchange between young Africans and Indians through a multidisciplinary contest series and a Young Visionaries fellowship programme. Launched in 2011 as a three year initiative, it is a dynamic platform to exchange ideas about emergent realities, successes and challenges, and to imagine future collaborations in business, design and culture, and understanding diverse nations as interdependent creative problem solvers with unique and invaluable resources and talents.

The initiative has been conceptualised and developed, and is being managed by Idea Works Design & Strategy Pvt. Ltd and supported by the Public Diplomacy Division, Ministry of External Affairs, Government of India. This initiative seeks to identify promising young entrepreneurs in India and Africa and offer them opportunities for growth and collaboration. This platform features a series of multidisciplinary contests such as Business, Photograph, and Poster Design across top campuses in Africa and India planned from August 2011.

The contests are aimed at offering students and professionals from both geographies a common platform for future collaborations. The social media presence plays a crucial role for this initiative since the target audience (student community) for INDIAFRICA is more active in the virtual space. In December 2011, the total outreach for this project on Facebook was 189 fans along with a weak offline brand recognition and a shared Twitter account with India Future of Change (IFC).

The challenge was to increase this outreach and open avenues for spreading brand awareness, and engaging young minds and getting them involved in cultural exchange through various online competitions. After 6 months, the Facebook reach has gone beyond 42,000 and has a strong offline brand presence which is well-recognised by the student community in India as well as Africa.
Communication Design
FVC (13)
ED (6)
AFD (22)
GD (28)
IID (14)
PHD (6)
I.T. Integrated Design
DDE (11)
NMD (12)
Interdisciplinary Design
DRE (15)
SDM (11)
Industrial Design
TGD (8)
PD (28)
CGD (7)
FID (13)
TAD (10)
Textile Design
TD (23)
ADM (10)
LAD (13)