# Wieden & Kennedy By [Ashish Kumar](https://paragraph.com/@ashventuredoteth) · 2024-04-24 --- In 2015 after finishing a full-time course at Hyper Island, I joined [W+K](https://www.wk.com/) Delhi as a Digital Designer for Government of India's **Make in India** initiative. The Make in India team at W+K was lead by [V Sunil](https://economictimes.indiatimes.com/industry/services/advertising/meet-v-sunil-from-wiedenkennedy-the-man-behind-make-in-india-campaigns-walking-lion-logo/articleshow/45161752.cms?from=mdr), [Mohit](https://www.livemint.com/Leisure/FREiBn7y0IWm2dvoOsKz9H/Mohit-Jayal--The-curator-of-modern-cool.html), [Shuchi](https://en.wikipedia.org/wiki/Shuchi_Thakur) and [Hemant](https://rollingstoneindia.com/hemant-sreekumar-one-indias-earliest-noise-artists/). ![The Prime Minister unveiling the Make in India Program, 2014](https://storage.googleapis.com/papyrus_images/cd91f5bcee6d88cf75beeb5653d4233ed50aeef3d3adfe9e93d8a7abe88b328c.avif) The Prime Minister unveiling the Make in India Program, 2014 [https://twitter.com/narendramodi/status/515071381046689794?ref\_src=twsrc%5Etfw%7Ctwcamp%5Etweetembed%7Ctwterm%5E515071381046689794%7Ctwgr%5E7bc67523caff9a3cbc3920908fcd8240e0872683%7Ctwcon%5Es1\_c10&ref\_url=https%3A%2F%2Fwww.narendramodi.in%2Fpm-launches-make-in-india-global-initiative-6644](https://twitter.com/narendramodi/status/515071381046689794?ref_src=twsrc%5Etfw%7Ctwcamp%5Etweetembed%7Ctwterm%5E515071381046689794%7Ctwgr%5E7bc67523caff9a3cbc3920908fcd8240e0872683%7Ctwcon%5Es1_c10&ref_url=https%3A%2F%2Fwww.narendramodi.in%2Fpm-launches-make-in-india-global-initiative-6644) The Make in India program was launched by Prime Minister in September 2014 as part of a wider set of nation-building initiatives. Make in India is a major national program designed to facilitate investment, foster innovation, enhance skill development and built best-in-class manufacturing infrastructure. It aims to transform India into global industrial, investment and manufacturing hub. ![Problem to Solve](https://storage.googleapis.com/papyrus_images/f5e394a807c3ba40836ac1f8c899af8285275ec69db29c2f77794f48fd09e3d1.png) Problem to Solve Upon joining, my first task was to redesign of the Make in India Initiative (MII) landing page. I transformed it from a one-pager intro into a dynamic financial _news platform_, featuring rich articles on startups and industrial policies. This revamped design aimed to engage global manufacturers and make crucial information easily accessible. ![Make in India landing page during launch, 2014](https://storage.googleapis.com/papyrus_images/b4e42af23be91f57940c97df5fc1c0d4d3cb47a449d27cd4817c431ca0d755bd.png) Make in India landing page during launch, 2014 ![Make in India Landing Page redesign, 2015](https://storage.googleapis.com/papyrus_images/70795e463a518b74680abd366669f865484bec379329256edbbcfb6c6621b098.png) Make in India Landing Page redesign, 2015 **Contribution to Make in India's Digital Growth** I played a key role in developing and evolving the MII brand's digital presence. This included: * **Brand Visual Language:** Lead the visual design for MII social media content and digital campaigns to establish the brand's design language. * **Sector-Specific Assets:** Created targeted content and visuals for each industrial sector catered to on the website. * **UX Research and UI Design:** Conducted user research to understand user needs and designed a user-friendly interface for the Make in India website. * **Event Landing Pages:** Designed impactful landing pages for high-profile events like the ‘St. Petersburg International Economic Forum’ and ‘World Economic Forum’ in Davos, promoting MII's global presence. * **Measurable Success:** My efforts contributed to a significant increase in Make in India's Twitter followers, growing from 1 million in March 2016 to **3.5 million** in January 2018. ![MII Social Creatives](https://storage.googleapis.com/papyrus_images/baa5ca8421b5c987828bd22d315ca9e7c21ee01dfe1d684ec2efeeb2506a47ac.gif) MII Social Creatives In November, **Make in India**, one of the largest economic development initiatives run by the Indian government, became the first non-US brand to create its own Twitter emoji for a worldwide audience. [https://x.com/makeinindia/status/661703793055129600](https://x.com/makeinindia/status/661703793055129600) [https://brandequity.economictimes.indiatimes.com/news/advertising/a-look-at-how-v-sunil-cracked-make-in-indias-branding-code/50732592](https://brandequity.economictimes.indiatimes.com/news/advertising/a-look-at-how-v-sunil-cracked-make-in-indias-branding-code/50732592) [https://www.vogue.in/content/make-in-india-is-definitely-making-a-difference](https://www.vogue.in/content/make-in-india-is-definitely-making-a-difference) [https://www.thehindu.com/life-and-style/v-sunil-the-creator-of-the-make-in-india/article19087200.ece](https://www.thehindu.com/life-and-style/v-sunil-the-creator-of-the-make-in-india/article19087200.ece) ### Make in India at Hannover Messe 2015 **India as Official Partner Country:** In April 2015, India took centre stage as [Partner Country](https://www.hannovermesse.de/en/news/news-articles/partner-country-india) at [Hannover Messe](https://www.hannovermesse.de/en/), the world's leading trade fair for industrial technology. **The theme:** The Make in India campaign, which has captured the popular imagination and created a surge of renewed interest in India’s industrial capacities. As the creative agency that built the Make in India brand across all touch points, Wieden+Kennedy Delhi was asked to partner with various Indian firms to showcase India’s phenomenal potential at Hannover Messe 2015. **The challenge:** Transforming a vast amount of disparate information and business-related statistics into a rich, cohesive, engaging experience for visitors. [![]({{DOMAIN}}/editor/youtube/play.png)](https://www.youtube.com/watch?v=cAhbfA6cg5s) ![Launch of India Pavilion at Hannover Messe 2015](https://storage.googleapis.com/papyrus_images/3d7b12e03393c282b0a6e3b144db14df5d3fd2e063a7461c36839c7d43ae1126.png) Launch of India Pavilion at Hannover Messe 2015 [Click here for a virtual tour](http://bit.ly/1G3BIMQ) of the [India Pavilion](https://archello.com/project/india-pavilion-for-hannover-messe-2015) at Hannover Messe 2015 ![Hannover Messe 2015 Statistics](https://storage.googleapis.com/papyrus_images/66688073248be06ff0e81999178e85f5e70816254eab83c49ce5513f96dcb5a2.png) Hannover Messe 2015 Statistics ### Agency Pitch- Subway India ![Subway Business Pitch](https://storage.googleapis.com/papyrus_images/b2ba27da0bf7399ef5df365a173894b2e3a60f574649529a6130813b5f6ede07.png) Subway Business Pitch **Understanding Subway's Indian Audience** During research for the [Subway](https://subway.com) pitch, we identified a key challenge: Subway's sandwiches feature many ingredients unfamiliar to the Indian palate. This can make the in-store customization process intimidating for customers, especially with a line waiting behind them. **Introducing Self-Ordering Kiosks** To address this, we proposed implementing self-ordering kiosks in Subway stores. These kiosks would feature digital touchscreens where customers could browse ingredients, customize their sandwiches at their own pace, and even name their creations for future orders. This would alleviate pressure and allow for a more comfortable ordering experience. **Pitch Deliverables** As part of the pitch, I designed an interactive prototype of a Subway self-ordering kiosk to showcase the concept's functionality. [https://vimeo.com/203876522](https://vimeo.com/203876522) --- *Originally published on [Ashish Kumar](https://paragraph.com/@ashventuredoteth/wieden-kennedy)*