Idea: What's in an Idea?

By afaqs! news bureau , afaqs!, New Delhi | In Advertising | September 06, 2010
Kaho What's Your Idea - an initiative of Idea Cellular - aims at promoting logical thinking amongst children

About 2 lakh children in 3,000 schools across 100 cities in India will participate in an inter-school skills fest, called Kaho What's Your Idea. The event is conceptualised by telecom operator Idea Cellular and the content partner is Derek O'Brien & Associates.

The national inter-school fest aims at all round personality development of children by creating a platform of learning with fun and entertainment. The contest is designed by quiz master Derek O'Brien (of the Bournvita Quiz Contest fame).

The activity emphasises freedom of thought and expression. The event will allow students to look at situations rationally and also boost their confidence in public and extempore speaking.

Speaking on the occasion, Anupama Ahluwalia, senior vice-president, marketing, Idea Cellular, says, "Idea has recognised the need for skills beyond academics among school children. Kaho What's Your Idea will give them a platform to speak their minds and test themselves in a holistic manner during their formative age, to build a better future. This will take our brand to the fastest growing segment in the Indian demography and build brand awareness amongst them."

The event will engage the kids in activities which promote logical thinking, such as weaving stories; application of memory skills and real life skills, along with improving their general knowledge.

O'Brien says, "The initiative will provide a platform to the students to come out and put forth their perspectives, thought processes and examine and explain situations logically and rationally."

The programme will be open for students of standards 8-12 and the members of the jury, during the school and city level screening, will comprise the principals, counsellors and teachers from across the country.

Through this initiative, Idea aims to build brand awareness amongst the nascent and high potential segment. The activity will engage the Indian youth and is targeted at this segment, just before they step into the crucial decision making age of 15-18 years.

The school connect programme will be held in three stages, starting with a School Contact Program, where students will be given a 10 minutes test paper, based on which representatives for the City Final will be selected.

In Stage 2 (City Finals), the top six winners from Level 1 will be shortlisted. These students will then have to clear a written semi-final round to determine the Top 10 all-India finalists.

In the third level (National Final), the 10 winners, each accompanied by one parent, will contest for the trophy in the final hosted by O'Brien.

Kaho What's Your Idea ground activities will take off in September and will continue till the end of the current academic session. Children interested in participating can contact their school authorities.

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