There is a growing recognition amongst public diplomacy practitioners for the need to reach young people. In large parts of the developing world - in Africa, in South and Southeast Asia, in the Caribbean and elsewhere - persons below the age of thirty-five constitute approximately seventy percent of the population. Among them, the educated, urbanized youth are growing up in an era in which connectivity and information on the go are taken for granted. India or Indonesia, Nigeria or Nicaragua, the phenomenon is rapidly gathering momentum.

How do we engage with this new generation? How do we encourage them to connect with India in ways that are interesting, creative, and positive. And in the process, can we also add some value to Brand India? If contests are a good way to engage with the global youth, how can we develop a contest that meets our objectives?

This was the backdrop for the "India Is. Global Video Challenge"1 that we launched in September 2011.



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