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TMCNet:  TOI's 'I Lead India' campaign gets top Pitch award [India] [Times of India]

[December 21, 2013]

TOI's 'I Lead India' campaign gets top Pitch award [India] [Times of India]

(Times of India Via Acquire Media NewsEdge) GURGAON: The I Lead India campaign - a youth activism programme put together by the Times of India - was awarded the 'Best Campaign with a Social Message for Youth Award' at the Pitch Youth Marketing Summit 2013 held in Gurgaon on Wednesday evening.

The campaign team for I Lead India was adjudged among the best in youth-centric activism by a jury composed of a wide range of professionals and senior executives from leading corporate firms.

"While we are a newspaper with a 175-year-old heritage, the truth is that we are obsessively focused on young readers. And we chose this anniversary to exhort the youth of this country to take centrestage and be the change that they want to see. Instead of wallowing in heritage and tradition, we decided to focus on the power of the youth with I Lead India," said Rahul Kansal, executive president, BCCL.

Launched in May this year, the I Lead India campaign had a successful run of over six months, with different 'youth brigades', or groups of young activists between the ages of 18 and 24, proactively working for social change in some 27 cities.

By the time of the project's culmination in November, the different youth brigades had a number of accomplishments to their name - accomplishments that ranged from getting eco-friendly LED lights installed on the prominent streets of Ranchi to getting the authorities to act on mangrove conservation in Navi Mumbai.

"Youth is a very important category for any media product. I would say that youth is not a demographic group as such, but an attitude, and this campaign by the Times of India has been able to capture that very well," said Anurag Batra, chairman and editor-in-chief at exchange4media Group, which had organized the youth awards event.

(c) 2013 Bennett, Coleman & Company Limited

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