In his video, marketing expert Lloyd Mathias looks at the Howdy Modi event in Houston, and how it managed to pull diplomacy out of dark suits into a mega showbiz extravaganza. A concerted and well hyped campaign built up the event as one would a sporting spectacular. Using classic marketing smarts, Modi used the event to convey India’s journey to Americans, Non Resident Indians and the world at large. The show is well on its way to becoming a landmark event stepping up India-US relations.
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