I had written earlier about TOI's Lead India campaign, criticising them for the hoardings they had put up all over Mumbai. In hindsight I don't blame them, in this country right now, everything from cars to paints and chocolates to sanitary pads are being sold by cricketers or Bollywood stars, or occasionally, both. So why not an initiative such as Lead India. On the plus side, their TVC is a delight to watch. Here's the link.
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I am not sure if you have come across this website www.goodnewsindia.com
It is a compilation of good work done by small and lesser know individuals making a progressive difference in the country we live in. It is truly an inspiring site and i think more than the people who have gone out of the country to contribute for it there are much more who have stayed back and sacrificed much lucrative opportunities to really grow this country.
As usual what does our nation do?…. fail to recognise them!!! For them the sheen of the NRI wealth is much more important than those who toil for a change in our nation’s soil.
In the recently concluded Cannes Advertising festival, JWT India won a Grand Prix for a piece of work done by them for Times Of India called the ‘Lead India’ campaign in the Direct category. It was voted as the best piece of work among 2000 entrants by a 30 member jury from all across the globe. Yes I do agree it was a novel effort by Times Of India to awake a entire nation by saying that you are responsible for change and don’t wait for it to happen and start a debate on it by anchoring Amitabh and Shahrukh. They had the typical TV commercial of a small boy trying to clear a felled tree which is blocking traffic, all by himself while the government authorities and the public just sit and wait for someone to do it. Finally they all get into the act and help the tree to be moved and the traffic starts to flow, signifying that you can get the nation to move. The TV commercial was produced well with electrifying lyrics and music. If only the agency or the advertiser had done some bit more research and sincerely unearthed real gems who are making a difference and showcased them as part of Lead India campaign, they would have done real justice to their efforts. Rather they spent their money on a clichie TV commercial :(
(the hospital one where the girl goes and advices the bridegroom was the most pathetic of all - it had all the clichies u could think of!)
Why do we always look for star power and foreign return for inspiration? When will the nation and the media truly honour simple individuals who are making a big difference in the grass root level?!!
Jago India!!
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