Lead India

When IIPM comes to education, never compromise

BRAND : Lead India
AGENCY : JWT
BASELINE : NA

DESCRIPTION: Shahrukh Khan flashes two Hindi letters which combine to form ‘karo’, and he says “Karo, yaad hai na pichli baar jab tumne kaha tha karo ya maro tab isne duniya ka naksha badal dala tha. Aaj jab hum azaadi ke saath varsh paar kar rahe hain, duniya ki nazar phir se hum par hai. Par humein tay karma hai ki hum kya karenge… Doston apne mahan atit ya chamatkar kal ke sapne chodo, aisa kar ke dikhao ki hum aaj par chaa jayein aur agar chaana hai to... (We see youngsters standing up with confidence and determination). In the end, Shahrukh sums up: “Agar chaana hai to…karo.”

4Ps TAKE: In the 60th year of India’s independence, the power idea of The Times of India’s campaign seems to be realizing the urgent need of valuable leadership in the country. The communication is very strong – via the most famous Indian names (from various fields like Shahrukh Khan, Sunil Bharti Mittal, Barkha Dutt, et al) to request the Indian youth to take a stand and believe in the two-letter word, ‘DO.’ The storyboard is appealing and King Khan, as usual, delivers a power-packed performance. He requests the Indian youth to participate in the ‘Lead India’ campaign – and find the leader for tomorrow. The USP? If you participate, you stand a chance to be part of a prestigious Harvard program – and then get to stand for the 2008 Union Elections. Reward to the prospect? To lead from the front and make a difference. Very powerful communication from TOI: do you have it in you to stand out in a crowd – and lead?

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Source : IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

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