Orcomm Advertising & Urban Innovation Lab launch City Branding Initiative

Orcomm Advertising, a leading full-service advertising agency in Madhya Pradesh, has partnered with Urban Innovation Lab to launch an urban branding initiative, a first of its kind in India, to help Indian cities find their true potential.

In an MOU signed with Urban Innovation Lab, on May 12, 2021, Orcomm Advertising will (help) build identity, nurture dialogue, and unleash a sense of pride while driving stakeholder engagement with innovative strategies and pathways for urban regeneration.

City branding is a strategic tool to build identity, connections and generate participation of all stakeholders in city revival. The agency comes with a deep understanding of the new emerging cities of India.

The city branding initiative, which starts with a knowledge series first, will create, communicate, connect and consolidate the city as a brand, as a unique identity to build a meaningful dialogue with stakeholders.

Place branding, or city branding, a new marketing and communications concept in India, is anchored in the interconnection between people, places, perceptions, and possibilities. It plays an important role in urban transformation where cities grow from being liveable to becoming lovable places that are home.

"Across the world, cities that have identified, leveraged, and communicated their unique identities to their citizens have garnered great competitive advantage and tremendous citizen participation. We are excited to partner with Urban Innovation Lab in helping Indian cities find their true potential and a place in the minds of millions," said Amit Koserwal, Director and Chief Communications Officer, OrComm Advertising.

Ram Khandelwal, Founder and Chief Executive Officer of  Urban Innovation Lab shared his thoughts on their partnership with OrComm APL, " Urban Innovation Lab is pleased to launch the City branding Initiative with OrComm as a Communications Partner.  Under this initiative, we intend to sensitise cities and urban stakeholders to the importance of city branding. We are going to put together the strategies and the tools that can be used by cities to brand themselves. “

Cities are more than urban growth centres, they are a microcosm of cultures, ethos, history, geography, built and social environments, living and working spaces, a diversity of its people, and their infinite aspirations. Cities are unique, they have a soul, a spirit, a vibe that attracts visitors and lends a sense of belongingness and identity to their inhabitants. Above all, cities are defined by perceptions that have been built over years and can be rebuilt as the city evolves over time.

 

As cities grow manifolds, with migration and growing work opportunities, their citizens face a multitude of challenges while also experiencing a sense of disconnect or loss of belongingness.

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