Archive for 27/04/2009

‘Lead India’ – The Times of India / JWT

Posted in #worldview, Advertising, Brand, Culture, Marketing on 27/04/2009 by nicka77

This is a campaign developed by JWT India for The Times of India that won a Grand Prix at Cannes in 2008.

I have to say that Lead India is a phenomenal piece of marketing that is touching, poignant and inspirational, as well as achieving the aim of driving mass engagement and participation across a huge cross-section of the Indian population.

The campaign celebrated India’s 60th anniversary as a democracy, and utilised every channel to deliver a truly integrated, interactive experience for the many, many Indians who got involved. It also achieved the aim of generating awareness country-wide and reached every one of India’s 1 billion citizens in one way or another.


The Lead India campaign asked every Indian what they would do if they could lead the country, and then created an architecture around the idea including town hall meetings, online applications, video upload sites, SMS voting, reality TV shows, celebrity and political endorsement, and traditional TV & Print executions. This architecture enabled mass participation, and 34,000 Indians actually entered the race to be able to stand in the general elections of 2007, with one winner finally being chosen by the public from a final selection of 8 candidates.

This campaign is a benchmark for truly great marketing, and it’s well worth watching the attached video.

By watching the video, you not only learn about the campaign, but you will also get an understanding of some of the tensions that exist in modern India, a nation that is growing exponentially as a global powerhouse, and has a thriving commercial heartbeat, but that in democratic terms is still young, and continues to experience the pains of adolescence.