Cool Use of A NEWSPAPER CLIENT by JWT Mumbai for Times of India

I guess we've really got to thank Droga5 for making it all possible with the Tap Project

Not to mention Leo Burnett Sydney for Earth Hour

Well they certainly were our inspiration when we set about our epic CSR campaign for Canon last year.

Epic because it was a first step. But definitely the destination is something as OMFG massive as Tap Proj. and Earth Hour.

And then comes JWT Mumbai happily strolling along with this piece of beauty

Times of India

It's an Ogilvy account

And Ogilvy India's been milking this cow at the awards to no end

Well guess what

JWT Mumbai comes along and presents something so deceptively simple, efficient and charming that it just had to be done.

Why?

1. Your product is a newspaper - it reaches millions of people every day. Politicians live and die by the ink on your press. Why not put it to better use?

2. You have one of the highest illiteracy rate in the world, yet you have as well, some of the best brains on earth. Why not put it to better use?

3. Creativity is about bringing two things together. Absolutely powerful creativity brings two people together.

And there you have it... TEACH INDIA is as simple an idea as Tap Proj and Earth Hour. It doesn't hide behind 'clever' visuals. Neither does it wow anybody with 'humourous' commercials. It tells the story in two words. Hell screw that. It moves an entire nation with just these two words.

More importantly. It's a slap in the face to the incumbent agency. It's a serious lesson in relevance and the importance of adaptability.

Let's hear it for TEACH INDIA and the good people of JWT Mumbai!