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D.O. two simple letters

D.O. two simple letters


cl_logo8s13On 1st January 2007, a press ad triggered such overwhelming public response that it started a movement for political and social change in India – a clarion call for committed Indians to step forward and pick up the challenge of a fresh political leadership.
Over the next few months, that single ad snowballed into a nationwide direct response campaign across press, television, outdoor, the Internet, mobile and street level activation and reality TV.

This, in my opinion heartbreaking, campaign made by JWT Mumbai India won the Grand Prix in the category Direct Lions.

Read on for more campaign material.

The response was staggering:
– 874.000 YouTube downloads
– 138.000 blogs, online reportage and search results
– Over 50.000 column centimeters of editorial write-ups and massive TV coverage
– 34.000 candidates

Industrialists, politicians, social activists, actors, poets and musicians joined in support. And with the winner finally being crowned by the outgoing President of India and felicitated by the current Prime Minister, Lead India became the campaign that directly moved a nation.

Dedicated website: Lead India

See this video from agency JWT India which covers the whole campaign in brief:


Inspiring Message from Indian actor Shahrukh Khan for the DO campaign:


Second video from the Lead India campaign (DO Campaign): Tum Chalo to Hindustan Chale (New Anthem)

Times of India
JWT Mumbai India
Additional credits:
Agnello Dias: National Creative Director
Debu Purkayastha: AVP+ Senior Creative Director
Vistasp Hodiwala: AVP+ Senior Creative Director
Arkadyuti Basu: AVP+ Senior Creative Director
Vinayak Gaikwad: Creative Director
Simone Patrick: Senior Copywriter
Kaushik Iyer: Junior Copywriter
Anuja Arora: Account Executive

Founder of Osocio. It all started with collecting election posters in 1973. And that's never stopped. Read more.