JWT Mumbai: Times of India
Campaign: Lead India
Client: Times of India
WPP company: JWT, Mumbai
JWT Mumbai helped the Times of India encourage ordinary people to get involved in politics and choose better political leaders for India.
The campaign included the Lead India television contest program where shortlisted candidates competed to be the first of a new class of citizen leader. The winner also received funding to attend a politics course at Harvard University and attend a Chevening Leadership course at the London School of Economics, pursue a public-welfare project of their choice and receive support to contest elections.
A multimedia campaign by JWT Mumbai across TV, print, radio, internet and mobile encouraged Indians to take part in the contest and share their views through blogs, SMS, videos and other activities.
Over 37,000 people participated and the campaign website has registered more than 1.3 million hits. Lead India garnered significant awards, including the Cannes Grand Prix for Direct as well as Titanium and Integrated Cannes Lions.