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The Economic Times – The Power of Ideas 2010

Objective
The Power of Ideas, an entrepreneurial initiative by The Economic Times, was launched in the economic
slowdown year of 2009. A resounding success, the program built a platform to encourage and enable
budding entrepreneurs in India.
Strategy
This year, The Power of Ideas was slated to be bigger, bolder and better. In addition to mentoring by
senior Industry experts and successful entrepreneurs and incubation in IIM Ahmedabad, the shortlisted
participants would present their plan to India's largest gathering of venture capitalists. ET had also lined
up a corpus of Rs.5 crore as guaranteed seed funding and cash prizes for ideas that made the cut.

In 2009, the program aimed to establish itself by connecting with and inspiring young corporate
executives to quit the corporate rate race.
While this year, the objective was to inspire and stand for the entrepreneur in all of us. The key insight -
the hidden entrepreneur in all of us is aggressive and passionate, burning like a fire in the belly, waiting
for the right time to erupt and take the first step.

Implementation
The campaign kicked off on June 21st, with a full page ad across ET, TOI and Mumbai Mirror talking
about last year's program, its success and officially announcing The Power of Ideas 2010. The
communication centered on an individual's entrepreneurial spirit, compelling him/her to give in to their
dreams and 'Start Up'. The campaign has adopted a fine mix of inspirational prose as well as actionable
information, using the symbol of play to constantly reinforce the fact that it was time to start.

The program was backed by a complete 360 degree communication plan that included – television,
print, outdoor, social media, visibility in select retail, direct, mobile, email and editorial – all of which
worked in tandem to epitomize and glorify the entrepreneurial spirit, thus inspiring and motivating the
dreamers to start up.

Results
And within just 3 weeks, The Power of Ideas 2010 received over 16,000 entries – almost a third more
than that of last year. Some insights on the first cut off:

1. It is apparent that entrepreneurship is not the sole domain of grey-beards. As many as 45% of
those that made into this list are in the age band of 26-35 years. Add to that another 19% who
are even younger – 18-25-year-olds – and you have a picture of a young, energetic, soaring India
Inc.

2. In terms of geography, the West rules at 35%, with South right behind at 33%. In terms of cities,
however, Bangalore (157 ideas) leads the tally, followed by Delhi/NCR (152), almost stamping
Bangalore’s position as India’s Innovation Capital. The small-towns, we are happy to report,
enthusiastically participated too - Balasore, Hajipur, Hoshiarpur, Tirupur and Kollam among
others are in the cut-off list.

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