Our Creative Idea : BE THE CATALYST FOR THE RESET

George Bernard Shaw, said, “The reasonable man adapts himself to the world, the unreasonable one persists in trying to adapt the world to himself. Therefore all progress depends on the unreasonable man.”

Our PM said that it’s people and their actions that will help strengthen the democracy from within. This was the genesis of Janhit Jagran - an idea that had the potential to change the way people participate in a democracy.

Janhit Jagran encouraged millions of Indians to take small steps that could culminate in a giant leap forward for the nation, to come forward with ideas that could have a transformative impact on the worlds’ largest democracy.

Hence the campaign idea “There will be as many mornings as the number of Suns”. The campaign was a clarion call to all the “suns” to rise and create new mornings.

1. Janhit Jagran workshops in 17 cities: To inspire attendees to come up with ideas to deal with social challenges.

2. Janhit Jagran workshops at start-up hubs, pre incubators: All these were institutions with strong eco-systems for social enterprises.

3. Closed Door Pitches: 3 closed door pitch events for social enterprises. The audience for this was incubators or co-working spaces.

4. Partnerships : We got on board, social organizations across each of the 7 domains as expert partners to anchor the programme

5. Newspaper Content as the pivot of the programme to set up the agenda: Space equivalent to 29 Full Page editorial articles on the campaign were carried in Dainik Jagran – India’s largest read newspaper with 70mn readers. The newspaper profiled people doing exemplary work in social arena, with case studies of innovative solutions to tackle social problems, and expert columns.

1. Direct contact with 2740 potential social entrepreneurs.

2. 889 project entries received from across 18 states of India

3. There were 135 projects that could potentially impact over 100mn people each

4. 520 ideas were from people who wanted either financial/mentorship support or wanted to set up their own social enterprise.

5. 217 entrants wanted their idea to be implemented by existing governmental/non governmental agencies

6. A Jury comprising social activists, consumer evangelists, and policy makers evaluated the ideas. The Grand Prize winners were awarded a startup fund of INR 1 mn to implement the winning idea/ideas.

7. Brand Impact : Over comparable period last year, our scores improved on:

a. “This newspaper makes me a better citizen”. Score up by 5% points

b. “ I look forward to getting this newspaper” Score up by 9% points

Source : Brand Study, Dec’17