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It nudges your conscience

It nudges your conscience
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First Published: Sun, Sep 28 2008. 11 13 PM IST

Updated: Sun, Sep 28 2008. 11 13 PM IST
Basabdatta Chowdhuri
Chief executive, Madison Media Plus
Wish I Had Made This Ad...
It is never easy to match—let alone surpass—past brilliance. But The Times of India’s Teach India campaign does just precisely that. Coming a year after the award-winning Lead India campaign, this is yet another great social advertising initiative.
I personally liked the dual strategy: One, gently reminding us that we can all make a difference; the other, urging us to take just one step forward—that we can do it. Simplicity is what makes the campaign work. It simply nudges your conscience. It reminds us of the joy of sharing. The magic of making whole (neither T-shirt bearing part of an alphabet is complete without the other).
It doesn’t ask for us to turn full-time social activists or teachers. To be sure, therein lies the true effectiveness of this campaign: So little can achieve so much. All it takes is willingness to share our knowledge to make a better tomorrow.
I know, it all sounds so clichéd. But this is where the second creative takes over. The initial scepticism of Aamir Khan—amplified by his image of the thinking man’s actor—and then, through simple situations, how it changes into a belief that he can do it. The beauty of the creative is that it doesn’t ask you to be the change—just that you can be a part of it. Judging by the initial response, I would definitely give this an A. My only fear is that it will end up as short-lived as the Lead India campaign. Let Teach India not be a one-season affair.
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First Published: Sun, Sep 28 2008. 11 13 PM IST