Soft India image good for film industry, country: Jaitley

Presenting India as a "soft power and a filming destination" would not only facilitate growth of the Indian film industry, but help promote the diversity of the country to the world, Minister of Information and Broadcasting Arun Jaitley said Friday.

Chairing a meeting of consultative committee of the ministry to discuss the issue of "India as a soft power - As a Filming Destination" here, the minister said in order to promote India as a soft power, efforts must be made to give the concept a strong 'brand push'.

"There was a need to simplify procedures and rules in order to promote the idea in letter and spirit," he said.

"The branding could be undertaken by creating and promoting a capsule that incorporated the key features of India's professional ability - skills, human resources, diverse locales, filming support from institutional structures and core strengths of India's film industry," the minister said.