In 2007, in the backdrop of cynicism about politics, TOI urged young, educated and patriotic Indians to come forward as future leaders of the country. Large public participation programme, including ground activities, print and a television leg. Winners received prize money and opportunity to participate in leadership programme.

Over 37,000 Indians participated, with many of the winners either participating in public life or leading social initiatives. Beyond the immediate campaign, positive feedback to the brand comes even now.

A second leg of Lead India was also conducted in 2009 – this one was focused on urging people to shed their apathy and come out to vote in the General Elections of that year.