Inspire and Ignite the reading habit :

A short film on the reading habit of a newspaper boy who became the President of India.

A musical narrative that delivered a dream of flying a fighter plane, to inspire a billion.

A true story told through a timeline of Times Of India newspapers from 1941 to 2017, building emotional milestones from newspaper headlines into the lyrics and integrating the brand into the narrative through seamless storytelling.

The musical narrative in the ancient Indian form of storytelling through song is set to an emotional rythm. A historic form that is used in street theatre to move audiences to tears and inspire them to action. A powerful form of inspiration to ignite the newspaper reading habit among digital natives.

An inspirational story told through a timeline of Times Of India newspapers from 1941 to 2017, building emotional milestones from newspaper headlines into the lyrics and integrating the brand into the narrative through seamless storytelling.

A newspaper boy reads a news report on WWII fighter planes and cuts it out to make a newspaper rocket and that became his life’s purpose, to fly a fighter plane but he fails the air force pilot entrance test. His reading habit helped him overcome failure and come back to become a rocket scientist on auto pilot, flying missiles and satellites and rising to the highest office in the country. A true story to ignite the reading habit in a billion students.

The emotional lyrics of Madan Karky and folk singer Antony Dasan feature in the original Tamil language, with classical folk violins by Karthik Iyer and music by Madley Blues.

Subtitles in English.

It was a coup to cast the most popular president of the country into an epic story that had to be told to inspire the reading habit in students.

The content over 2 million views online and over 10 million viewers on national television with the music topping the charts on all South Indian music channels.

The musical narrative helped highlight the importance of the reading habit as over 200,000 students applied for the Times Spark scholarships by reading the Times newspaper everyday. The powerful lyrics of Madan Karky and the moving vocals of folk singer Antony Dasan feature in the original tamil language but subtitles deliver the moral of the story in English.

The film is being rendered in all 25 different Indian languages with cinema and news trailers to reach and inspire students in their mother tongues, in the farthest corners of the sub continent.