Social Marketing: Times of India's 'Teach India' Campaign

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Case Details:

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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"Teach India was a campaign that touched a chord in the lives of millions of educated people allowing them to make the constitutional right of every Indian child to an education a reality. It transformed a nation into a gigantic classroom [...]"¹

- Media Asia², in October 2009.

"Teach India is certainly the largest campaign of its kind. It has given ordinary Indians the unique and spontaneous chance to channel their willingness and desire to do something good for the country through volunteering."³

- Adeline Aubry, United Nations Volunteers India Program Officer, in July, 2008.

Introduction

On December 16, 2009, leading Indian English daily The Times of India's (TOI) 'Teach India Let's Learn to Teach' (Teach India) campaign won the prestigious Grand Effie⁴ award for the Best Integrated Campaign of the Year.

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1] "Let's Learn To Teach - Yahoo! Salutes the Power of a Big Idea That Turned Nation into a Huge Classroom," www.media.asia, October 5, 2009.
2] Started in 1974, Media Asia is a magazine owned by UK's leading independently-owned publishing group Haymarket Publishing Ltd. The magazine focuses on news about the media, and the marketing and advertising community in the Asia-Pacific region.
3] "'Teach India': One of the Largest Campaigns of its Kind," www.unv.org, July 31, 2008.
4] The New York American Marketing Association gives the EFFIE Awards to outstanding achievers in the field of advertising.

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