The national database will help the Government promote the building of Brand India overseas with fresh ideas and new efforts. Some of the major initiatives in this regard include support to the India Future of Change campaign that attempts to create awareness of the country in 18 major universities around the world through a series of design, business plan, photography, essay writing and other competitions, partnership with Confederation of Indian Industry (CII) to mount a major branding campaign during the World Economic Forum Summit in Davos on the theme India.Inclusive@Davos, Public Diplomacy website making, creating and amplifying examples of India’s developmental partnerships under technological and other aid programmes, efforts to project and highlight the global reach and impact of India’s soft power, and partnership with Doordarshan to expand the nation’s global footprint, making it an effective vehicle for our public diplomacy efforts.

In addition, measures are underway to translate works of repute of leading lights of India’s past and present in all walks of life in various international languages for projection of Brand India abroad. Through such works, Brand India will explain and articulate in the comity of nations and other international fora, the country’s civilisational strength as well as civilisational respect that it has shown the world over from the time immemorial. Also the visits of foreign journalists, cultural and other delegations help the country project itself about various facts and viewpoints and how it has been assisting in capacity building in developing countries. This also helps India’s efforts to engage with global audience to create a positive image for itself.

Meanwhile, the Indian Foreign Service (IFS), the main tool and for that matter the sole interface of India’s external relations, has lost its sheen in the globalised world as it is no longer attractive to bright younger generations, who traverse to other job avenues in the corporate world for better career prospects and prosperity. According to official sources, IFS is no longer the most preferred career choice for the high-ranking meritorious candidates selected through the Civil Services Examinations conducted by the Union Public Service Commission. It is a matter of deep concern, says the Government sources. To get over this problem, the Ministry of External Affairs has undertaken a holistic study to look into the reasons behind such a shift in priority of the younger generation and take corrective measures to attract more and more young talented persons in joining the IFS. As a corollary to this, the External Affairs Ministry has begun projecting itself before the youth and students in a better and planned way, while interacting with universities, students, academics and intellectuals through seminars, symposia and conferences. For this, leading lights of retired and serving IFS officials, diplomats and foreign affairs and strategic experts of repute have been drafted to enthuse talented students to come forward to join the IFS, for an exciting, thrilling, enlightening, remunerative, challenging, rewarding and high profile Government service.

The Government has sanctioned 62 new posts in IFS and 41 posts in IFS-B to overcome acute shortages of personnel in the service, besides undertaking cadre review. Added to this, the Government has launched Distinguished Lectures Series at various universities campuses. It helps provide direct interaction with students to encourage and enthuse them to join the IFS. The lectures series are underway. A digital diplomacy approach using Web 2.0 tools of social networking media has also been adopted to connect with the younger generation, especially the Internet savvy ones. The Web 2.0 tools are the powerful low cost communication channels used by Twitter, YouTube, Face book, BlogSpot and other social networking media. These channels provide interactive platforms to connect with as well as to improve the Ministry’s interface with the people. This has also been acclaimed by India e-Governance.

The Government services despite implementation of the Sixth Central Pay Commission recommendations are no longer attractive to the youngsters vis-à-vis openings in the IT enabled Service companies, Multi National Corporations (MNCs), telecom, manufacturing, banking, financial services and insurance in the private sectors. With myriad openings in the emerging globalised India, the government services are no longer that attractive despite lack of service security in the private sector. Sheer thrills, challenges and above average Indian standards remuneration matter the most. Hence, the bright youths shifting to better openings in the non-governmental sectors!