The Hindu wanted to reach out to the youth. It wanted to show that it was a vibrant and aggressive newspaper.<\/p>\n\n\n\n
The idea was to engage, create a conversation with topics that affect them. This would also be the forerunner to other topics and conversations.<\/p>\n\n\n\n
The broadsheet had decided to focus on governance, specifically politicians and the poor example being set by them for the new generation.<\/p>\n\n\n\n
A newspaper has many roles to play, one of which is being the conscience keeper of society. The affront to governance by politicians was an obvious choice as it affects the youth presently and in the future. Ogilvy\u2019s Piyush Pandey was indisposed with viral fever and was watching television. He saw some drama being played out by politicians which disgusted him. It just took him 5 minutes to script it. He opined that the youth needed good role models. If politicians make a mockery, it affects the youth too, as it sets bad examples.<\/p>\n\n\n\n