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This case is about The Times of India's social marketing initiatives. Though TOI was one of the largest circulated newspapers in the world, it was criticized for promoting 'yellow journalism'. In order to build its brand image, TOI adopted a social marketing strategy and projected itself as an agent of social change by launching a series of social campaigns highlighting social issues. One of them was 'Teach India'. The 'Teach India' campaign was launched on 6 July 2008, with the objective of providing education to the underprivileged children in India and eradicating illiteracy. The campaign was inspired by TOI's earlier initiative 'Lead India' launched in August 2007. According to the feedback received from the 'Lead India' campaign, India would not be able to lead unless its populace was literate, and there was a need for citizens to come forward and contribute to the cause. It was for this purpose that the 'Teach India' campaign was launched. The campaign was divided into two phases. The first phase invited citizens of the country to volunteer with a non-government organization (NGO) in their locality and spend two hours a week teaching underprivileged children. The second phase, which started at the end of 2008, selected students from top educational institutes all over the country who were willing to dedicate two years to teaching the underprivileged. To execute the campaign, TOI tied up with select NGOs in the field of education in multiple cities across India. Corporations, schools, and social organizations also lent their support to the campaign. The campaign was promoted through print, television, on-line, outdoor and on-ground events. While the campaign won some of the most prestigious advertising awards, experts remained divided in their opinion on whether TOI had adopted a genuine approach to initiating social changes in India, or whether it was just a marketing gimmick to enhance the brand image of the Times Group.