Rahul Kansal, Brand Director, The Times of India Group on his passion for the success of the ingenious Lead India campaign
Yong minds hard at Work… is what the shining India
is all about. This is also the India that Rahul Kansal, Brand Director, The Times of India dreamed about, waiting for the much needed political reforms. Taking thought leadership in transforming India, one of the oldest newspaper dailies of the country made many sit up and take note with their India Poised campaign. Lately, TOI has given a more proactive shape to their reforms agenda with Lead India. From the very first instance, the campaign has been close to Rahul’s heart as he proudly says, “This is our time and this time is about ‘doing’ and doing now.”
The rationale behind the Lead India campaign?
On Jan 1, 2007, we kicked off the India Poised campaign in which we talk about two parts of India. This campaign provided the masses with a forum to themselves talk about what was the India they envisioned and where it lacks. We got a huge response from people across all walks of life and the Amitabh Bachchan video alone got 2,50,000 downloads on YouTube. From this the issue that came to the front was that India is growing but it is despite the political support and we got thousands of responses from which it is evident that faith in the political system had become an all time low and Lead India is all about rolling up our sleeves and getting on with doing something now.
How did you take this initiative forward?
We started the Lead India campaign on the Independence Day that is August 15, 2007, and invited entries from the people to participate in the exercise of choosing the future leaders. There are many people in India who deserve to be running the country and want to do it, but because of the muck involved in getting in, they shy away. So this basically was aimed to be a shortcut to a political career for the young men and women in India. It was an eight city campaign and we choose these cities because the TOI vehicles had to be used and we got 36,000 applications in the first level and now we moved on to getting to the process of selecting one candidate from each city to launch this exercise on TV.
Was the TV launch premeditated?
Yes the thought process was already there. We knew that print is an inactive media and would have to involve television later. We picked up SRK, Priyanka Chopra, et al who are the role models of young India.
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
Yong minds hard at Work… is what the shining India
is all about. This is also the India that Rahul Kansal, Brand Director, The Times of India dreamed about, waiting for the much needed political reforms. Taking thought leadership in transforming India, one of the oldest newspaper dailies of the country made many sit up and take note with their India Poised campaign. Lately, TOI has given a more proactive shape to their reforms agenda with Lead India. From the very first instance, the campaign has been close to Rahul’s heart as he proudly says, “This is our time and this time is about ‘doing’ and doing now.”The rationale behind the Lead India campaign?
On Jan 1, 2007, we kicked off the India Poised campaign in which we talk about two parts of India. This campaign provided the masses with a forum to themselves talk about what was the India they envisioned and where it lacks. We got a huge response from people across all walks of life and the Amitabh Bachchan video alone got 2,50,000 downloads on YouTube. From this the issue that came to the front was that India is growing but it is despite the political support and we got thousands of responses from which it is evident that faith in the political system had become an all time low and Lead India is all about rolling up our sleeves and getting on with doing something now.
How did you take this initiative forward?
We started the Lead India campaign on the Independence Day that is August 15, 2007, and invited entries from the people to participate in the exercise of choosing the future leaders. There are many people in India who deserve to be running the country and want to do it, but because of the muck involved in getting in, they shy away. So this basically was aimed to be a shortcut to a political career for the young men and women in India. It was an eight city campaign and we choose these cities because the TOI vehicles had to be used and we got 36,000 applications in the first level and now we moved on to getting to the process of selecting one candidate from each city to launch this exercise on TV.
Was the TV launch premeditated?
Yes the thought process was already there. We knew that print is an inactive media and would have to involve television later. We picked up SRK, Priyanka Chopra, et al who are the role models of young India.
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
An Initiative of IIPM, Malay Chaudhuri and Arindam Chaudhuri (Renowned Management Guru and Economist)
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