Is There Even a Comparison? This has fuelled many newspaper articles in India stating that India is also on the path to replicating the Chinese growth story. However, the truth seems far from it. True, that India has made rapid strides on the path to becoming an economic powerhouse.
Though TOI was one of the largest circulated newspapers in the world, it was criticized for promoting 'yellow journalism'.
In order to build its brand image, TOI adopted a social marketing strategy and projected itself as an agent of social change by launching a series of social campaigns highlighting social issues.
One of them was 'Teach India'. The 'Teach India' campaign was launched on July 6,with the objective of providing education to the unprivileged children in India and eradicating illiteracy. According to the feedback received from the 'Lead India' campaign, India would not be able to lead unless its populace was literate and that there was a need for citizens to come forward and contribute to the cause.
It was for this purpose that the Teach India campaign was launched. The campaign was divided into two phases. The first phase invited citizens of the country to volunteer with a non-government organization NGO in their locality and spend two hours a week teaching underprivileged children.
The second phase, which started at the end ofselected students from top educational institutes all over the country who were willing to dedicate two years to teaching the underprivileged.
Corporations, schools, and social organizations also lent their support to the campaign. The campaign was promoted through print, television, online, outdoor and on-ground events. While the campaign won some of the most prestigious advertising awards, experts remained divided in their opinion on whether TOI had adopted a genuine approach to initiating social changes in India or whether it was just a marketing gimmick to enhance the brand image of the Times Group Issues:The GDP growth rate of India overtook the GDP growth rate of China in This has fuelled many newspaper articles in India stating that India is also on the path to replicating the Chinese growth story.
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