Social Marketing: Times of India's 'Teach India' Campaign
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Case Code : MKTG251
Case Length : 20 Pages
Period : 2007-2010
Pub Date : 2010
Teaching Note :Not Available
Organization : Times of India
Industry : Newspaper
Countries : India
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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Great Social Marketing or Just a Marketing Gimmick?
Experts remained divided in their opinions regarding the 'Teach India' campaign. Some social activists commended the campaign for its noble cause and opined that TOI had adopted a genuine approach in initiating social changes in India which was more than just a marketing campaign. A volunteer of Teach India Joshua Immanuel, said, the
"Teach India campaign had already brought many changes...
The success of the Teach India campaign in 2008 led to its revival in 2009. The registration process for the second phase of the campaign began in December 2008 and continued till February 2009.
The Teach For India program planned to cover smaller cities like Lucknow, Jaipur, and Ahmedabad, other than major metro cities. Starting with Mumbai and Pune, Teach For India recruited outstanding college graduates and young professionals, from all academic majors and careers, to teach for two years in under-resourced schools...
Exhibit I: Subsidiary Companies of Times Group
Exhibit II: World's Top Ten English Dailies (in terms of net sales)
Exhibit III: India vs. India Anthem
Exhibit IV: A Print Ad of Lead India Campaign
Exhibit V: A Print Ad of 'Teach India'
Exhibit VI: A Billboard Ad of Teach India Campaign
Exhibit VII: Schedule of 'Teach for India' Campaign