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On May 7, 2008, the 73rd Annual INMA1
awards for the world's best newspaper marketing campaigns were
presented at the INMA World Congress in Beverly Hills,
California. The Times of India's2
(ToI) 'Lead India' Campaign bagged the 'Best of Show' award for
community service and also picked up the first prize in the 'Brand Awareness Across Platforms', the
'New Brand / Production/
Audience Development', and 'Public Relations and Community
services' categories.
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ToI became the first Asian newspaper to win an award
in the 'Best of Show' category. An international panel of judges chose
the winners from among 755 entries from 200 newspapers across 34
countries.
On receiving the award, Craig Davis, Worldwide Chief Creative Officer of
JWT3 that created the campaign,
said, "We are honored to have contributed to The Times of India's
award-winning effort to promote cultural progress in India, the world's
largest democracy. This campaign is a testament to the ongoing power of
print media, as both a branding medium and a catalyst for social change.
'Lead India' serves as a true inspiration for our global agency, on both
professional and personal levels."4
The 'Lead India' reality show was started as part of the 'Lead India'
campaign, with the idea of 'helping India choose the right leader' and
was launched on August 15 (India's Independence Day), 2007.5
Its prelude was an initiative called 'India Poised'6,
which ToI launched on January 1, 2007, with a series of print ads and a
TV commercial. These thought-provoking ads sought to make the people of
India think about whether the country could stand up to the expectations
of the world.
The second phase of the 'Lead India' campaign started in August 2007
with a series of print ads in newspapers titled 'Do' featuring the
popular Hindi film actor Shah Rukh Khan.7
The ads asked the people what they would do if they were the leaders of
the country.
Those who thought it to be a great opportunity to do something for the
country were asked to fill an online application form. There was a huge
response to the campaign with nearly 34,000 applications being received
from all over the country.
Out of these applications, around 64 suitable candidates were selected
and put through a rigorous selection process that included group
discussions, personal interviews, and debates to test their leadership
traits. From among them, eight finalists representing different cities
were chosen.
The next phase comprised selection of the final winner from the eight
finalists through a show that was aired for 10 weeks beginning December
8, 2007, on a popular television channel, Star One.
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1] The International Newspapers Marketing
Association (INMA) is the print media industry's premier marketing ideas
association. It recognizes and rewards the world's best newspaper marketing
campaigns.
2] The Times of India is an English daily newspaper
in India, owned by Bennett, Coleman & Co. Ltd. It is (as of ?) the world's
largest selling English broadsheet newspaper.
3] JWT is one of the leading advertising agencies in
USA. It has more than 300 offices in 87 countries.
4] "JWT Congratulates Times of India for INMA
Newspaper Marketing Honors," www.prnewswire.com, 19 May, 2008
5] "INDIA: TOI Wins Top Global Award," www.asiamedia.ucla.edu, May 14, 2008
6] ' India Poised' was the first phase of the 'Lead
India' campaign. It was a series of newspaper ads to inspire people and make
them aware of their capabilities.
7] Ankit Ajmera, "TOI's Lead India Campaign to Launch TVC
for Final Phase," www.afaqs.com, December 7, 2007 |
