Tuesday, June 16, 2009

Think Indian, Act Global- An IFF initiative

India First Foundation (IFF) is an international standard residential co-ed school with proposed affiliation with ICSE. It has been promoted by the Bhanushali family, to look beyond regional boundaries and to “Think Indian, Act Global”. Driven by the concept of “Vasudhaiva Kutumbakam” (Entire world as one family) to spread the universal values of Love, Truth, Tolerance, so children can learn to live and let live, the school chose TapRoot India to be their creative partners to do a pro- outdoor campaign. We brings to you the story behind the initiative – Tomorrow’s global citizens; but definitely made in India. A report…

In a bid to preserve the Indian culture of living together and promoting global harmony though considering the world as one family embodying the true spirit of (Vasudhaiva Kutumbakam) - world as one family, IFF decided to establish a Co-ed residential school for life long learning, revolving around the principles-

‘To live and let live’, ‘To learn to live together and evolve’, ‘To uphold the universal values of Love, Truth, and Tolerance, and ‘To help students identify humanness in human being’.

Contextual to the philosophy IFF decided to present itself to the people of Mumbai and weaved a serious outcome from people who came from the same school of thoughts. As a part of their awareness campaign, OOH was used at various hotspots around the city in areas such as – Tunga Regency in Vashi, Kohinoor Park in Dadar, Matunga Gymkhana in Sion , Evershine Millennium Paradise in Kandivali (East) , Best Western The Emerald in Juhu, Tip Top Plaza in Thane (West), Tathastu Hall in Panvel, Bhatiya Wadi in Ghatkopar(East), and Meenatai Thackrey Hall in Bhiwandi.

The hoardings and the banners were synchronized in a way that they caught the eye of the passer-by. As Dr. (Mrs.) Vijayam Ravi, (PhD- Education) Chairman and Managing Director, Academy for Global services, says, the chosen locations imparted the message with a grand impact, as parents of the 21st century were enlightened by the captions. She adds, “If real essence of education was to be spread amongst the masses; we knew that we had to do a promotion had to be done within the vicinity of the city, which is why we went ahead with a pro-outdoor campaign that was supported by print.”

Speaking on how the captions were worked out, Santosh Padhi, Co-founder, TapRoot India said, “It takes a lot of persistence and focus to build a brand. And, when it comes to an educational institute like IFF, we needed to package the brand (referring to the school) with both personality and soul. So, that the very basis of the campaign could hit the TG, and make them ponder about their children-who are tomorrow’s future.”

“ Building an Outdoor campaign for an educational institute like IFF was all about understanding its essence, the culture, and its potential, as we felt that all this must fully comprehended before we begin our communication with the masses,” enunciates Padhi.

As branding exercise; the on going campaign that kicked off in the first week of May is entirely based on showcasing the real essence of the true education with catchy phrases such as- ‘Teach your child to live, not just survive’; ‘Nature is an open book. Turn a page’; ‘Culture is education not tradition’; ‘Come closer to your child, send him away’; ‘With understanding comes knowledge not vice-versa.’

These catchy phrases, has helped the school become a house hold name, (as at the time of filing the story) as it has already registered an upwards of 270 plus students.

Owing to success of the campaign and the enthusiasm of the parents to make their kids a global citizen of India, the environment friendly co-ed residential school on twenty acres of land at Karjat- a village close to Mumbai, is all set to be functional w.e.f .June 09.

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