Brief Introduction of TOI’s “Lead India” Campaign Lead India is a television initiative launched on India's 60th Independence Day by The Times of India Group in search of a new bold leader for India. This initiative was started in three successive phase. PHASE I: Citizens of India aged between 25 and 45 can participate in the three-stage contest whose result will be a winner who will be a worthy contender for participating in India's next assembly elections, besides bagging a seat on the leadership and politics course at Harvard University, and a corpus of Rs 50 lakh for pursuing a public-welfare project of choice. Lead India is the sequel to the newspaper's earlier India Poised initiative launched in January 2007. While India Poised celebrated India's recent successes and its growing importance on the global radar, it also conducted a critical assessment of sectors where India failed to deliver. Public governance was on top of this list. Lead India, therefore, addresses that concern by offering the most deserving a shot at active politics while cutting short the regular long-winded, and often extremely frustrating, path up the political ladder. It is a hunt to identify new leaders for a new
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
Brief Introduction of TOI’s “Lead India” Campaign
Lead India is a television initiative launched on India's 60th Independence Day by The Times of
India Group in search of a new bold leader for India. This initiative was started in three
successive phase.
PHASE I:
Citizens of India aged between 25 and 45 can participate in the three-stage contest whose result
will be a winner who will be a worthy contender for participating in India's next assembly
elections, besides bagging a seat on the leadership and politics course at Harvard University, and
a corpus of Rs 50 lakh for pursuing a public-welfare project of choice.
Lead India is the sequel to the newspaper's earlier India Poised initiative launched in January
2007. While India Poised celebrated India's recent successes and its growing importance on the
global radar, it also conducted a critical assessment of sectors where India failed to deliver.
Public governance was on top of this list.
Lead India, therefore, addresses that concern by offering the most deserving a shot at active
politics while cutting short the regular long-winded, and often extremely frustrating, path up the
political ladder. It is a hunt to identify new leaders for a new India, men and women with the
vision and ability to empower India with the kind of political leadership that is so conspicuous by
its absence.
Some important members during the Campaign:
There were three members in the jury:
1. Javed Akhtar is a poet, lyricist and script writer.
2. Kiran Bedi, the first woman to join Indian Police Service in 1972.
3. Vikas Singh is the senior editor of Times of India.
Marketing Programme by “Lead India” (Phase I)
The first phase of the campaign was a series of print ads titled India Poised, along with a
commercial starring actor Amitabh Bachchan. This phase provoked the thought whether we are
really capable of achieving what the world is expecting of us as a nation.
A. Print:
INDIA POISED is a campaign launched by Times of India to celebrate India's christening of
2007 as the 'Year of India'. Sweeping aside the euphoria and headiness surrounding Brand India,
it takes a look at what India had done right & wrong and how it should move forward.
B. Television:
The programme was introduced by Mr. Amitabh Bachchan who spoke with his characteristic
eloquence on the demands of time and the need of the hour for the youth to take up their
responsibilities. The other Ad campaign India Vs India by Mr. Amitabh Bachchan gives
following insight:-
“There are two Indians in this country.
One India is straining at the leash, eager to spring forth and live up to all the adjectives that the world has been showering recently upon us.
The other India is the leash.
One India says, give me a chance and I’ll prove myself .The other India says prove yourself first and maybe then you’ll have a chance.