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- Lead India is a television initiative launched on India's 60th Independence Day by The Times of India Group in search of a new bold leader for India. Lead India is the sequel to the newspaper's earlier India Poised initiative launched in January 2007. While India Poised celebrated India's recent successes and its growing importance on the global radar, it also conducted a critical assessment of sectors where India failed to deliver. Public governance was on top of this list. Lead India, therefore, addresses that concern by offering the most deserving a shot at active politics while cutting short the regular long-winded, and often extremely frustrating, path up the political ladder.
- "The campaign is about what you can do, and not just to pass comments on other people. The motive was to get people to participate , and the level of participation that the campaign has managed to achieve from the public is great.” The good and important news is that the campaign has already qualified in the test of moving an entire nation. Every morning, on Hello Delhi and every evening, on Bumper2bumper Radio Mirchi chats with some of the candidates & their background is given, followed by question. Answers by the candidates are aired during the show, as also during later shows. After each interview, listeners are informed how to vote for the candidate, either through SMS or the lead india website.
- The point of the campaign, however, was not purely about identifying a winner . It was more about providing every right-thinking Indian a chance to step out of the comfort zone and take on the task of stewarding the nation. It was a clarion call to be the change that we expect in Indian society; an opportunity for citizens to shrug off their indifference and put a shoulder to the wheel. When the world's largest democracy picks a leader, it's only natural for interest levels to peak. And when the candidates happen to be people whose leadership skills are untested, yet truly represent the interests of the man-on-the-street , public empathy takes a whole new meaning. It's something that was richly on display all through the 'Lead India' campaign , conceived by The Times of India with the objective of identifying India's future leader. The campaign idea, best encapsulated in the 'tree' TV commercial where a small boy ventures to clear the road of a fallen tree that has blocked traffic, had resonated among everyday audiences.
- The message that this ad is trying to convey is.. That when people come together irrespective of their differences whether caste, age, sex or background.. in an effort to make a change.. They realize that they can make a difference; which would prove beneficial not only for them but for those around them too. What's important is the number of Indians who raised their hands in response to the Lead India initiative - over 37,000 entries were received from people willing to change India . "The general public feels that the political process in our country has been hijacked , and what exists today is a system based on caste, creed, et cetera, and as a result, intelligent & able people are not getting the chance to come forward ." there were many print ads to promote the initiative, which asked the reader what can be done for our country’s improvement & how much has the reader contributed in that effort.
- If Lead India has been a success, a lot of the credit has to go to the multi-media campaign that was used to generate awareness about the initiative & it has been a success as "There is a desire among citizens of our country to be part of the democratic process; to want to make a contribution to the leadership of the nation . Backed by an existing desire, this campaign gave people the hope of being able to choose a leader from among them,"
- What we see in this campaign is the world's largest democracy setting out to find its own future leader… armed with nothing more than the will of the people and an advertising campaign. The man behind Lead India - Agnello Dias, (national creative director, JWT India) --- attributes the campaign's success to many things coming together in a coincidence . "There was a strong sentiment bubbling below the national consciousness ," he says. "India being under the global spotlight and being seen at the forefront of the world economy triggered off the tidal wave of response that we received. It was something that was just waiting to be tapped." Lead India started as an NGO which was engaged in encouraging the youth to come forward and doing something for our country. It started promoting itself through word of mouth in different colleges but that didn’t gave it much success, then it contacted the times of india which started the india poised column but even that didn’t achieve the desired result. It was after this that the times group launched the lead india contest and began promoting it aggressively & now it has managed to become a full fleged community on net. We believe that the television ad was and still is the most effective way of communicating their message across the audience. Though print ads like these are very moving but they don’t manage to get the same impact as that of the television ad.
- We end this presentation with the hope that we have inspired u enough to just get up and doing whatever it takes, simply don’t believe in not doing anything because you are afraid it won’t work out as planned. Believe that your vote.. Your single vote can make a difference. For leaders, as for followers, there should be no don’ts ; just do it . Lets make this vote count! Thank you!