Expression 360 was engaged to establish ITPO as India’s premier trade facilitator and position Bharat Mandapam as the heart of the global MICE (Meetings, Incentives, Conferences, and Exhibitions) ecosystem. Through the campaigns, Expression 360 was to redefine ITPO’s presence — not just as an organiser of trade fairs, but as a symbol of India’s trade and cultural diplomacy.

• Understanding of Objective & Audience

Expression 360 aimed to strengthen ITPO’s brand identity and position Bharat Mandapam as the hub of global MICE, targeting a diverse audience of exhibitors, delegates, MSMEs, ministries, and the public through tailored B2B and B2C communication.

• Big Idea – Think Trade, Think ITPO. Think MICE, Think Bharat Mandapam

Position ITPO as the bridge between India and the world, combining business growth, cultural exchange, and global collaborations. The idea unified all communications, making ITPO synonymous with India’s trade identity and Bharat Mandapam the symbol of world-class MICE

• Identifying the Relevant Platforms

To ensure maximum visibility and impact, Expression 360 designed a multi-platform creative approach, integrating both traditional and digital mediums.

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Creative Routes

Integrated Execution – A blend of ATL (print, outdoor), BTL (event activations), TTL (integrated trade campaigns), and digital amplification ensured ITPO’s leadership narrative was consistently communicated across touchpoints.

• Route 1 – Print & Magazine Ads
  National campaigns across leading newspapers and business magazines to highlight ITPO’s flagship events and global trade positioning.

• Route 2 – Social Media Campaigns
  Dynamic campaigns amplified through collaborations with stakeholders (ministries/PSUs/Organisers/Exhibitors and content creators, delivering high engagement across Facebook, Instagram, and Twitter/X.
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• Route 3 – TVC Films
  Impact-driven films produced for India Pavilion at Expo 2025 and showcased at both national and international platforms — trade events, global exhibitions, and ITPO’s flagship fairs — reinforcing ITPO’s stature as India’s cultural and trade ambassador.

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Social Media Management

Campaign 1 – Bharat Mandapam Ki Kahani, Aapki Jubani

• Storytelling through testimonials of organisers, exhibitors, and visitors.
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• Humanised the ITPO experience, making Bharat Mandapam’s narrative people-driven.
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Campaign 2 – Bharat Mandapam Bulletin

• A weekly bulletin campaign announcing all scheduled events — flagship or third-party — at Bharat Mandapam.
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• Created consistency, speed, and reliability in ITPO’s communications.
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Campaign 3 – Inside Bharat Mandapam, Anubhav Ki Nai Duniya

• An immersive series showcasing the USPs of Bharat Mandapam — convention centres, exhibition halls, amphitheatres, parking, open gyms, and advanced facilities.
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• Reinforced ITPO as a world-class trade venue.
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Global Campaign – #IndiaAtExpo2025: India Pavilion at Expo 2025, Osaka

• Created high-impact content for the India Pavilion, amplified by Shri Piyush Goyal’s official channels, generating 618.2K+ impressions and 20K+ engagements.
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• Pavilion content received 4.5K+ retweets, with amplification by the Indian Embassy in Osaka, various ministries, states, and Expo 2025 official handles.
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• Positioned ITPO not just as an organiser, but as India’s cultural and trade ambassador abroad.

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Flagship Event Promotion

Expression 360 partnered with ITPO to promote all flagship events, ensuring creative communication across print, outdoor, and radio, along with strong social media engagement.

Events covered included:

• India International Trade Fair (IITF) 2024
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• East Himalayan Trade Fair 2025
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• AAHAR 2025 – The International Food & Hospitality Fair
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• India International Leather Fair 2025
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• India International Footwear Fair 2024 & 2025
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• Delhi Book Fair 2024 & 2025

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Strategic Placements & Media Mix

• Print & OOH: National campaigns leveraging leading newspapers (TOI, HT, Indian Express, Dainik Jagran, Navbharat Times, etc.) and prominent OOH sites across Delhi NCR and pan-India.
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• Radio: Targeted promotion during IITF, Delhi Book Fair, IIFF, and IILF across Delhi NCR, and in Guwahati for EHTF 2025.
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• Digital & Social Media: Monthly interactive campaigns, influencer-driven storytelling, and strategic collaborations with event partners.

• From June 2024 to June 2025, ITPO’s digital presence achieved a consolidated impact of 11,894 followers, 14.33 lakh+ impressions/reach, and 2.45 lakh+ engagements across Facebook, Twitter, Instagram, and India Pavilion content at Expo 2025 Osaka — reinforcing ITPO’s national and global visibility.
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• Unified Brand Identity – “Think Trade, Think ITPO” became synonymous with ITPO’s communication, reinforcing its role as India’s global trade face.
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• Consistent Engagement – Campaigns like Bharat Mandapam Ki Kahani and Inside Bharat Mandapam built recall and emotional connection with stakeholders.
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• Enhanced Event Visibility – All flagship events received 360° amplification, resulting in stronger footfalls, higher exhibitor satisfaction, and wider media coverage.
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• Digital Strength – Weekly updates via Bharat Mandapam Bulletin and sustained social media activity created continuity and relevance throughout the year.
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• Global Positioning – Positioned ITPO as both a national facilitator of trade and an international hub for MICE, aligning with India’s economic diplomacy.

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• Authority: India Trade Promotion Organisation (ITPO)
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• Campaign Theme: Think Trade, Think ITPO. Think MICE, Think Bharat Mandapam
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• Creative Routes: Four Integrated Campaigns + India Pavilion at Expo 2025 + Flagship Event Promotion
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• Execution Channels: Print, Outdoor, Radio, OOH, Social Media and Digital Campaigns
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• Project Execution Year: 2024 – till date