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Lead India Cannes Lions Direct Grand Prix (2008)
Type Of Entry: Product & Service
Category: Corporate Information
Title: LEAD INDIA
Advertiser/Client: BENETT COLEMAN AND CO.
Product/Service: THE TIMES OF INDIA NEWSPAPER
Entrant Company, City: JWT INDIA, Mumbai
Country: INDIA
DM/Advertising Agency, City: JWT INDIA, Mumbai
Country: INDIA
Credit Details:
Agnello Dias National Creative Director
Debu Purkayastha AVP+ Senior Creative Director
Vistasp Hodiwala AVP+ Senior Creative Director
Arkadyuti Basu AVP+ Senior Creative Director
Vinayak Gaikwad Creative Director
Simone Patrick Senior copywriter
Kaushik Iyer Junior Copywriter
Anuja Arora Account Executive
Brief:
This was part of a national initiative launched by the times of India on 1st Jan 2007, the first day of India’s 6oth year of independence. The objective was to capture the essence of a resurgent nation poised tantalizingly on the edge of redemption. And to send out a clarion call for the one final thrust that would take her from a potential nation to a kinetic power.
Solution:
The Times of India wanted to find a stimulus that would break the social inertia of acceptance and tolerance and galvanize an entire nation to be the face of change in India. As M.K. Gandhi said, “We must be the change we want to see in this world.” The entire effort was to elevate a newspaper from merely being a social mouthpiece to a catalyst of social change!
Results:
Over 37,000 participants. The campaign website registered more than 1.3 million hits at last count. More than a million YouTube downloads. The television programme was telecast on the Star One channel, part of India’s largest television network. The programme had 7 sponsors—all leading corporations. The British High Commission has announced to sponsor a Chevening Leadership course at the London School of Economics for three Lead India finalists. More than 20 celebrities volunteered to participate free of charge. The winner will also go on to receive support to contest from a constituency of his choice in the next general elections.
Duration : 0:7:22
Which constituency …
Which constituency did their winners stood for? It seems to be big well planned publicity stunt by Bennett, Coleman & Co. Ltd? If it was so much of a social cause? Then for which social cause were the profits from all the activities related to Lead India, were used.?
The media should stop fooling this country
why did they have …
why did they have to show communists when they said “new generation of leadership in india??”
has TOI become NDTV??
Great work guys.
…
Great work guys.
Keep it up.
Salute to the Times of India i.e. the Times Group.
I really liked your …
I really liked your channel and this video. If you need any help getting this video exposed I use a site called tubeviews . ( net ) It has really helped like 20 of my main videos get to the top in position.
There is software im using to send atleast 30,000 text message a day advertising my online business…it is amazing. I think they have free demos to try as well.
autotextsender . ( c0m ) and autotextmailer . ( c 0 m )
that is very awesome i love this
Terrible excuse.
…
Terrible excuse.
Corporations are, in essence, people. If you can move people you can move corporations.
What’s the word for …
What’s the word for the feeling that surpasses humility?
Viva India……
Viva India……
Amazing. Deserves …
Amazing. Deserves cannes for sure.
amazingly goooood
amazingly goooood
what a speech
what a speech
corporations have …
corporations have the major fault concerning to global warming. giving too much power to them will simply kill us…
just stunning!
just stunning!
A new landmark for …
A new landmark for Direct Marketing.
Unforgettable!!!
Eduardo Aranha