After the search for someone to lead India, The Times of India and their agency JWT have embarked on an exercise to find volunteers to teach India. The campaign broke on Sunday across the country, driving volunteers to the Teach India website to discover how individuals could get involved in solving India's illiteracy problem.
Agnello Dias, chief creative officer, JWT India is clear that the two campaigns (Teach India and Lead India) are independent of each other.
He said, "The Teach India campaign is very different from the Lead India campaign. This effort is not about discovering one hero, and there is no reality show component. Teach India is a forum which uses the considerable might of the media platform that the Times of India is. There are a lot of professionals who would like to teach but are constrained by time, by the fact that they can't travel, and so on. The Teach India platform allows volunteers to meet NGOs who could utilise their services on days and times and at locations that are convenient to the volunteers."
He further added, " NGOs could never do this on their own, the spends would be unaffordable. The Times of India is providing the NGOs a platform through which they could easily find teachers who are appropriate to their needs."