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.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

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Keywords

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