New Lead India campaign asks Indians to vote against injustice

A new Lead India campaign has been launched, which looks at continuing the brand positioning of earlier campaigns, that of giving Indians a platform to express their thoughts and translate them into action. The new campaign has been created by TapRoot India, the new outfit created by Agnello Dias and Santosh Padhi. The campaign has been created with the aim to motivate people to vote in the coming Lok Sabha elections.

According to Padhi and Dias, the agency had to work on the concept that this coming election is, in many different ways, the most critical one in the modern history of this nation. “And our future lies in somehow harnessing the zeal and the passion that seems to come out after an incident like the 26/11 terror attacks into a singular positive act like electing a better parliament,” they said.

Explaining the idea behind the campaign, they say, “The idea is based on one of the great ironies of modern India. That a majority of the country believes there are more things to vote AGAINST than vote FOR in the world's largest democracy.”

The film shows a number of people taking a vow to vote this year not for anything but against all the injustices and corruption, so that the future generation can vote for something. Watch the film here:



The campaign broke on Tuesday after the elections were announced. It is a 360 degree campaign including TV, print, outdoor and digital.

Carrying forward the legacy of the iconic Lead India campaign, which was created by Dias at JWT, will surely be a challenging task. Padhi and Dias add, “The past should never be a challenge for the future. Not in life and not in advertising. Lead India is over, Lead India '09 is here and now.” Watch one of the ads of the iconic and Cannes winner Lead India 2008 campaign here: