Times of India's 'Lead India' Campaign

Details

Case Code : CLMM079
Publication date : 2009
Subject : Marketing Management
Industry : -
Length : 03 Pages
Price : Rs. 100

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Key words:

marketing campaign, Integrated Campaign, advertising, creativity, effectiveness, Brand Awareness, Public Relations, publicity, Lead India Campaign, Lead India Video Entry, Times of India, India Poised, Leadership, NDTV, JWT, India, ABBY Awards, Ogilvy & Mather, INMA Award

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Abstract:

The Lead India campaign, The Times of India (TOI) newspaper marketing campaign that was launched in 2007, bagged several awards at the prestigious 73rd Annual INMA awards in 2008. Analysts felt that the innovative campaign, which was rolled out in three phases including a reality show aired on a popular TV channel in India, scored high on concept, creativity, design and execution, and overall effectiveness.

Introduction On May 7, 2008, the 73rd Annual INMA awards for the world's best newspaper marketing campaigns were presented at the INMA World Congress in Beverly Hills, California. The Times of India's (ToI) 'Lead India' Campaign bagged the 'Best of Show' award for community service and also picked up the first prize in the 'Brand Awareness Across Platforms', the 'New Brand / Production/ Audience Development', and 'Public Relations and Community services' categories. ToI became the first Asian newspaper to win an award in the 'Best of Show' category.

An international panel of judges chose the winners from among 755 entries from 200 newspapers across 34 countries. On receiving the award, Craig Davis, Worldwide Chief Creative Officer of JWT that created the campaign, said, "We are honored to have contributed to The Times of India's award-winning effort to promote cultural progress in India, the world's largest democracy. This campaign is a testament to the ongoing power of print media, as both a branding medium and a catalyst for social change. 'Lead India' serves as a true inspiration for our global agency, on both professional and personal levels."...

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