The Hindu launches a bold TVC mirroring the state of the nation 

Created by Ogilvy & Mather, South, the film, 'Classroom', is a brilliant commentary on how this generation is disillusioned by the way the country is being run 

BestMediaInfo Bureau | Delhi | October 31, 2012

Click on the image to watch the TVC.

The Hindu has just released a new advertising campaign – 'Classroom'.  This campaign expresses The Hindu's point of view on yet another issue simmering among Indian youth.  This time, the national English daily turns the spotlight on Indian politicians; specifically, on the poor example of governance that is being set for a brand new generation.

It's often said that the future of India rests on young shoulders. However, this generation is largely disillusioned by the way the nation is run. With very few political icons to look up to, if any, there exists a real danger of the country not attracting the best and brightest of the generation to lead it towards prosperity and glory.

The campaign, conceptualised by Ogilvy & Mather, South, brilliantly captures this sentiment among the youth. It actually is more of a wake-up call to Indian politicians, reminding them to be conscious of the millions of young Indians who follow them on media. The film cautions them to think before flinging that chair in a political forum or a public forum.

The Hindu has never hesitated to express its point of view on the country's topical issues, whether in its editorial section or in its advertising. The previous campaign, for instance, had taken a stand against tabloid-styled journalism masquerading as news. This time, the brand raises the issue of unacceptable behaviour in the political arena and its effect on malleable minds.

Arun Anant, CEO, The Hindu Group of Publications, said, “Today's youth are tomorrow's leaders and the critical question is 'what is the stage we've set for them?' The Hindu urges the country to behave since the youth are watching.”

Siddharth Varadarajan, Editor, The Hindu, commented, “There are lots of powerful people doing lots of bad things in India today. The decline in political culture that this ad mocks is one important aspect. In subsequent ads, we intend to call out the other forms of bad behaviour we see around us -- intolerance, exploitation, discrimination - that have become so pervasive in our society.”

Piyush Pandey, Executive Chairman and Creative Director, Ogilvy & Mather South Asia, said, “In a country that is so young and needs powerful role models, we need to caution the role models that their actions can spark off behaviour which can be damaging. I'm reminded of the age-old saying, “Don't hit in front of the children, otherwise children will think it's a norm.”

Simi Sabhaney, President-South, Ogilvy & Mather, added, “I'm delighted that The Hindu has taken up this cause to alert adults and to caution the youth. Every generation needs leaders of stature to set standards and emulate. It's time for today's political leadership to acknowledge this and behave responsibly.”

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Client:  The Hindu Group of Publications

Agency:  Ogilvy & Mather South India

Creative Directors: Piyush Pandey – Creative Director O&M South India, Rajiv Rao – National Creative Director O&M India, Joono Simon – Executive Creative Director, O&M  Bangalore

Creative Team: Arkadyuti Basu, Pradeep Ravindran, Sanjana Mathur

Account Management Head:  Simmi Sabhaney, President- South, O& M Advertising

Account Management team: Vijaya Sriram, Karthik Hariharan, Aruna Narsi

Production House: Corcoise Films

Director: Prasoon Pandey 

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