For three days every year, this sleepy little ski resort in Switzerland comes alive and bustling to host the world's leading industrialists, economists and policy makers while they chart the course of future world commerce. IdeaWorks has been shaping the Brand India story for the elite audience who come to call on Davos every year since 2006. Each year, we come up with a new campaign that reflects the evolving realities of India. We have also hired the Café Schneider in the middle of Davos and turned it into an India Adda (a quintessential India 'joint' where hot tea and snacks are served to visiting delegates while they engage in as exchange of ideas with their guests).