India Poised- The Times of India's ode, on our 60th year of independence to the other India, the India which is ready to take on the world. A very interesting campaign, encompassing the varied facets of the media to get the message across. The website had an interesting appeal to it. I particularly savored the RK Laxman's TOI cartoons and Jug and Ninan's musings. The India Anthem as it is called is recited by the inimitable Amitabh Bachchan. Here's the text of it, and the video plays on the site.
There are two Indias in this country.
One India is straining at the leash, eager to spring forth and live up to all the adjectives that the world has been showering recently upon us. The other India is the leash.
One India says give me a chance and I'll prove myself. The other India says prove yourself first and maybe then you'll have a chance.
One India lives in the optimism of our hearts. The other India lurks in the skepticism of our minds.
One India wants. The other India hopes. One India leads. The other India follows.
But conversions are on the rise. With each passing day more and more people from the other India have been coming over to this side. And quietly, while the world is not looking, a pulsating, dynamic new India is emerging.
An India whose faith in success is far greater than its fear of failure. An India that no longer boycotts foreign-made goods but buys out the companies that make them instead.
History, they say, is a bad motorist. It rarely ever signals its intentions when it's taking a turn.
This is that rarely-ever moment. History is turning a page.
For over half a century, our nation has sprung, stumbled, run, fallen, rolled over, got up and dusted herself and cantered, sometimes lurched on. But today, as we begin our 60th year as a free nation, the ride has brought us to the edge of time's great precipice.
And one India - a tiny little voice at the back of the head - is looking down at the bottom of the ravine and hesitating.
The other India is looking up at the sky and saying it's time to fly.
INDIA POISED
Our time is now
Swe and I were discussing this couple of evenings back and the only thing in our minds was Why Amitabh Bachchan? . Its true that he is the numero uno of our film industry, a performer par excellence. Isnt it time we realize we are overplaying him? The guy is everywhere, right from promoting suitings, cars, pens and what not. Nowadays there are updates about his walk routines, temple visits and the like.
When I see Amitabh Bachchan take centerstage, the first thing that came to my mind was whether we will be able to appreciate and relate to someone else ? If so, would it be the same? Is it because of the fact that he has won the hearts of millions, we tend to cling to him? Are we scared to let go, because we fear the same impact would not be achieved?
Nevertheless, a very interesting and an inspirational campaign.Dont forget to get your indiapoised badges!!
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