British Trade Secretary Kemi Badenoch is set to launch the 'Alive with Opportunity' campaign during her visit to Jaipur, India. The campaign aims to strengthen the UK and India's bilateral relationship by boosting trade and investment. It seeks to stimulate interest and demand for British goods and services and attract new Indian inward investment. India is currently the second largest source of investment projects for the UK, with 118 new projects in the last financial year alone, creating over 8,000 new jobs.

The campaign will celebrate the cultural, business, trade, and sporting links between the two countries, taking advantage of major events such as the Cricket World Cup and the England-India test series. Advertisements promoting the UK will appear on billboards, in airports, and on social media platforms, supported by targeted trade missions, promotional events, and marketing activities in both countries.

The campaign aims to bring to life the concept of a "living bridge," emphasizing the continuous exchange of people, ideas, and culture between the UK and India. Furthermore, during her visit, Badenoch will attend the G20 Trade Ministers Meeting in Jaipur and a business-focused Business 20 summit in New Delhi, where she will meet key business leaders and hold discussions regarding the ongoing negotiations for an ambitious and comprehensive trade deal with India.