Eng102 - Composition Essay

...

There are two parts in India. First, is the urban part, which is highly successful, and second is the rural area, which needs to be developed immensely. Taking the rural area into consideration and developing India as a whole by developing the rural areas of the country is a logical articulation and thus the second major aspect of this campaign is Logos. ‘Classmate ideas for India challenge’ is a completely logical campaign and the idea of taking ideas from the youth on major developments that need to be done in India is a logical as well as a compelling idea.

There is an emotional aspect to this campaign also. They have tried to reach the spectators’ heart by making ‘Yuvraj Singh, the great cricketer holds the stationary by ITC Classmate. Yuvraj Singh is a great cricketer and he is a role model for the youth of India as he battled his way through cancer and he still plays cricket. His appearance would make people participate in the campaign and also buy the stationary by Classmate. They have also used words like ‘Ideas come alive when you believe in them’ and bring up the urge in people to contribute to the campaign, along with the cricketer Yuvraj Singh, they have also connected well with the ideal figure Narendra Modi quite well.

There is an additional aspect of Rhetoric that is used in this campaign, which is ‘Kairos’; it means the right or the opportune moment. India has the potential to accomplish great heights only if some major issues in rural areas are sorted like rural education. ITC Classmate has been observing these issues and trying to work on them at the right moment. Today, India needs the voice of its youth and new ideas for it’s development in all areas. I believe this campaign has used ‘Kairos’ effectively and brought up this campaign when India and all rural areas needed it the most.

The most significant aspect of this campaign is its reliance on the youth of India. ITC Classmate’s has targeted the youth as both – its audience and its propagators. As we delve deeper into the twenty-first century, the youth of India is transforming the face of the nation. While retaining their strong Indian values, they are embracing modern capacities to bring change to their communities. They are smart, emotionally intelligent and ambitious. They radiate hope that is much needed for those suffering. It seems apt, hence, to end with the words of the father of our nation, Mahatma Gandhi: “If we are to reach real peace in this world…we shall have to begin with children.”

Works Cited

- "ITC Classmate Ideas for India Challenge." Student Competitions. N.p., n.d. Web. 24 Feb. 2015.

- Khatri, Puja “Abstract. Celebrity Endorsement : A Strategic Promotion Perspective” (n.d.): n. pag. Web.

- "ITC Announces Classmate Ideas for India Challenge." ITC Announces Classmate Ideas for India Challenge. N.p., 14 Sept. 2010. Web. 25 Feb. 2015.

- "ITC+ideas+campaign - Google Search." ITC+ideas+campaign - Google Search. N.p., n.d. Web. 24 Feb. 2015.