Krayon manages Classmate Ideas for India Challenge

| Marketing | September 2, 2010 | News

As ITC turned 100 in August, they launched a unique programme for their brand Classmate called Ideas for India challenge. The challenge is a nation-wide programme targeted towards youth and which will reach out to 25 lakh students across 30 cities, 500 schools and 200 colleges. The Classmate Ideas for India programme is being partnered by the ITC Welcomgroup, Travel House and the initiative is conceptualised and being managed by Krayon.

Nazeeb Arif, Vice President, Corporate Communications ITC said, "ITC's Centenary is a momentous milestone in the company's history. Echoing ITC's credo of - Let's Put India First, the Classmate Ideas for India Challenge will be an exciting opportunity for the youth."

Classmate Ideas for India challenge is said to provide a platform for the youth to express and bring alive their innovative ideas that not only address the multifarious challenges confronting the nation today, but also contribute in taking the country to a higher orbit of growth and development.

Tabassum Modi, Director, Krayon said, "In order to bag ITC as client for the project, we went through a pitch process. Initially, there were over eight agencies that were part of the pitch process out of which five were given a brief and finally we were chosen. The entire pitch process conducted by ITC was very transparent. We were given a clear idea on how the evaluation of each agency was to be done and what the parameters would be."

Chand Das, Chief Executive Officer, ITC's Education and Stationery Products Business (ESPB) said, "Today's youth is not just imaginative and creative but also equally opinionated on issues that challenge the growth and development of the country. They want to be taken as serious partners in the nation building process, shaping the India of their dreams. Through the Classmate Ideas for India challenge, participants can express their ideas for India in the relevant spheres of science and technology, environmental protection, education, social and religious tolerance, infrastructure build-up and emerging India. We are confident many meritorious ideas will emerge that could power our India of tomorrow through the initiative."

With program partners like the CII-ITC Centre of Excellence for Sustainable Development, WWF-India, Tony Blair Faith Foundation, Janaagraha, Akshaya Patra Foundation and many other organizations of repute, the program will encourage the finalists with an internship with relevant program partners, besides cash prizes and other rewards. Additionally, the top five winners will be sent for a one week study tour overseas.

The initiative is set to engage 25 lakh students across 30 cities.

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