Cannes: JWT India won a Grand Prix (the highest prize) in the Direct Lions category at Cannes 2008 for its ‘Lead India’ campaign for The Times of India, published by Bennett, Coleman and Co. Ltd.
We have numerous ads and articles asking us to think about the country, to do something for the country etc. but this ad stands apart and I will tell you why.
It captures the root of the problem and provides the most obvious answer which we choose to ignore. There is a silly sense of reluctance towards a work which is out of your work diary, we wait for somebody to clean up the mess for us because either we think we are over-qualified for that or the basic common sense is resting in peace amidst all the chaos of working like a slave to live like a king mindset.
The child is chosen as a protagonist as he neither has a sense of pride nor has lost the common sense of trying to remove a log while so many other people honk and crib.
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