Inspire and Ignite The Reading Habit
In 2017, The Times of India created made waves with their ode to Dr A.P.J Abdul Kalam with a short film meant to instil reading habits amongst the youth. The film revolved around the reading habits of a young newspaper boy.
The story was brought alive through The Times of India newspapers reports from 1941 to 2017 and was aimed at promoting reading as a habit rather than selling newspapers. A musical narrative coupled with an impactful story proved to be a powerful medium to reach digital natives.
From the first article that inspired the newspaper-boy, to his failure in joining the Air Force, as well as him becoming a lauded rocket scientist, who then became President, the film emotionally takes us through the whole journey.
The film garnered over 2M views online, over 10M viewers on national television and the music topped the charts on all South Indian music channels.
But most importantly, over 200,000 students applied for the Times Spark scholarships by reading the Times newspaper every day.
The film is now being rendered in various Indian languages to reach and inspire more students in every corner of the country.