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JWT India | Benett Coleman & Co | Lead India
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In 2007, India celebrated 60 years as a free nation. But the general mood was a cynical one: the public was disillusioned with politics-asusual.
In response, The Times of India started the year with a bold campaign, designed to inspire. A countrywide search for India's new
leaders was launched.
Ordinary citizens were asked to put forward their own candidates from whatever background. The point was less about identifying
a winner, and more about encouraging every forward-thinking Indian to accept the challenge of stewarding the state. It soon became the
most loved, talked about, debated and shared campaign, across all consumer segments and product categories.
Over 37 000 people responded to the initiative, and there were more than 1.3 million hits on the website. With coverage on TV, massive
corporate sponsorship, and endorsements from celebrities, 'Lead India' captured a nation's imagination.
The eventual winner received financial support to contest any constituency of his choice in the upcoming general election. |
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