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TOI earmarks Rs 15 cr for I Lead India campaign; looks to usher in change

27-May-2013
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TOI earmarks Rs 15 cr for I Lead India campaign; looks to usher in change

The Times of India group has come up with its latest campaign ‘I lead India’ to celebrate 175 years. The campaign is an activist programme, which seeks to mobilise the youth in the 18-24 age group and make them agents of change at the grass-root level.

Talking to exchange4media about the campaign, Rahul Kansal, Executive President, BCCL said, “Basically we celebrating our 175 years and we must re-dedicate ourselves to leading change in the country. We need the change to happen at the grass-root level.”

“It’s high time we demand change from the government, change from politicians. We should think more about our society and not point fingers on others,” he added.

Talking about Maruti’s association with the campaign, Kansal said, “We have opted for Maruti Suzuki as partner on board since the company has been a reason for change in India and has a clean image.”

He further said, “We are planning to spend around Rs 15 crore on this campaign, with more on OOH and digital. These platforms will give more engagement.”

The thought process behind the initiative is to encourage the youth to be part of change. At a time when Indians are filled with negativity and pessimism, the ‘I lead India’ campaign urges people to stop pointing fingers and blaming others.

The group is targeting 26 cities over a period of three months beginning August and will continue till November. These include a mix of tier II and III cities – Mumbai, Delhi, Kolkata, Bangalore, Chennai, Hyderabad, Ahmedabad, Pune, Lucknow, Chandigarh, Coimbatore, Thiruvananthapuram, Kochi, Goa, Patna, Ranchi, Bhubaneshwar, Jaipur, Baroda, Nagpur, Visakhapatnam, Navi Mumbai, Gurgaon, Bhopal, Madurai and Indore.

After the jury and selection process, the group and their leaders will take up tasks such as enhancing the Maidan in Kolkata, traffic management in Pune, ensuring safety of women in a market in Indore to making Ahmedabad’s heritage zone plastic free and so on.

Rahul Kansal also gave a message through the newspaper saying, “Do we keep waiting for change to come from the top? Or is there a way to bring about change from the ground up? I lead India will be a nationwide platform that exhorts every Indian to say to themselves: Enough of pointing fingers, of blaming the system, of wanting ‘them’ to change. I must be the change I wish to see in the world. I must lead India.”

Maruti Suzuki is the presenting sponsor for the campaign and TOI editions will be covering the work being done by the youth brigades across the 26 cities and will be showcased on Times Now.


The group has also launched a video asking people not to sit and urges them to be part of the change.

Watch the video here…

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