lead INDIA movement-JWt

[amey katkar]

It's not every day that you get to sell something more meaningful than soaps, shampoos, cosmetics, toiletries and credit cards in advertising. It's not every day that you get to stir the collective consciousness of an entire nation through a piece of advertising copy. It's not every day that a country's top celebrities queue up to be spokespersons for your brand-that too for free. It's not every day that you can dare to run a parallel democracy in the world's largest democracy, through an advertising idea. This is a story of the 'Changing Times of India', a story that gives fresh meaning to what we advertisers have always referred to as THE BIG IDEA! The Times of India's 'India Poised-Lead India' campaign was a nationwide search to choose our own leaders. Not just that, it was also about providing every right-thinking Indian a chance to step out of the comfort zone and take a shot at stewarding the entire nation. The campaign, beyond just increasing brand salience, broke all communication clutter and went on to
become the most loved, talked about, debated and shared piece of communication across consumer segments and product categories.
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[DesignBoyz]

isn't it one of those times of india initiatives?