The Economic Times Awards for Corporate Excellence commemorates 10 years of The Economic Times Awards this year. Creating a legacy takes time...but maintaining a legacy takes astute advertisements.... The campaign, created by Rediffusion DY&R, kicked off with front page headlines in the ET like "Now Pay Your Bills via ATM," "Incoming Calls Are Now Free," "DDI and II to become 24-hour channels," "GDP revised upwards to 5.1%," headlines which made headlines 10 years back. It reminds readers that ET has been chronicling India Inc's progress and success...and how much has changed over the last 10 years. The advertisements for the ET Awards then go on to quote industry stalwarts like Narayana Murthy and Indra Nooyi to politicians like Chandrababu Naidu. The ads instantly strike a chord, urging our billion plus to quit armchair politics and take a proactive role in politics (Chandrababu Naidu, former Chief Minister of Andhra Pradesh, ET Business Leader 1998), building a successful coffee enterprise (V G Siddhartha, Chairman, Amalgamated Bean Coffee Trading Co. Ltd., ET Entrepreneur, 2003), being successful business leaders (Indra Nooyi, Chairman & CEO, PepsiCo, ET Global Indian 2006), to realize the importance of chasing your dreams (Narayana Murthy, Founder & Chief Mentor, 2006, ET Lifetime Achievement Award 2007), the strength of empowerment (Jaswantiben Popat, Founder, Sri Mahila Griha Udyog, Lijjat Papad, ET Businesswoman, 2002). The ads work on the power of the words, and past feted leaders. The success of the ads lies in the strength of the message, effective and appealing to the heart. A simple but successful strategy...All the ads urge the readers to wield the baton...and be the change that India wants to see...by people who have been the change themselves...
Sources: http://www.indiantelevision.com/mam/headlines/y2k8/sep/sepmam85.php
TOI dated November 5, 2008, November 13, 2008.
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