As The Times of India celebrates its 175th anniversary, the largest English daily in the world is rededicating itself to leading change in the country. (Five years ago the newspaper’s “Lead India” campaign, from JWT, won a Grand Prix at Cannes.) Sponsored by India’s largest automaker, Maruti Suzuki, “I Lead India” seeks to mobilize youth and make them grassroots agents of change at a time when Indians are filled with negativity and pessimism. The country has seen a shocking increase in both government corruption and crime, and Indians are losing confidence in their leadership.
The campaign advocates going beyond armchair criticism, with a TV commercial urging viewers to stop pointing fingers and blaming others. Instead, it pushes Indians to stand up and be counted. “It’s down to the individual. You are your own leader,” says the chant that accompanies scenes of young people joining together to set fire to the status quo. Print ads encourage youth to be the change they want to see (a sentiment often credited to Gandhi). On the Web, the Times is on the lookout for youth across 26 cities to create a brigade that could spearhead change, tackling issues of critical relevance to their cities. “I Lead India” is a clarion call for the next generation.