Campaign India Team
Feb 17, 2011

TOI launches new ‘A Day in the Life of India’ campaign in major crowdsourcing initiative

WATCH the TVC created by Taproot India

TOI launches new ‘A Day in the Life of India’ campaign in major crowdsourcing initiative

In case you missed the full page illustration on the cover of The Times of India a week or so ago, their 'A Day In The Life Of India' initiative is back. This time around, it's being employed as a crowdsourcing tool to get Indians to contribute their India story via photographs, cartoons, captions, videos or jokes uploaded on www.day.in. There's a contest running as well for the best ones. Rahul Kansal, chief marketing officer, The Times of India, said, "The initiative is to help reinforce The Times of India's position as the 'Masthead of India', as the brand with a finger on the pulse of this multicultural entity called India."

The advertising campaign, which includes a TVC and print advertisements, has been created by Taproot India.  

WATCH the TVC 

 

View the print ads (click on image to enlarge)

 

 
   
       
            
      
   
 Santosh Padhi and Agnello Dias, co-founders and chief creative officers of the agency, said, "For us at Taproot India, working with the Times of India is always a stimulating and fascinating partnership. We thought it would be great if we could capture the chaos, hustle, bustle and idiosyncrasies that crackle across this melting pot of a nation. All the quirks, ironies and warts that draw us apart and yet bind us together as a nation. All the print, online and film segments of the campaign have been conceptualised to drive this.”

Questioned about the response so far, Kansal said, "It's been extremely good; in less than 2 weeks, a total of 6.14 lakh unique visits and 46 lakh page views; over 40,000 uploads, including 29,000 photos."

Credits:

Agency: Taproot India

Agency Team: Agnello Dias, Santosh Padhi, Chintan Ruparel, Pranav Bhide, Ajinkya Bane, Manan Mehta, Mandar Sawant, Priyank Mishra

Production House: RDP

Director: Abhinay Deo

Music Director: Chetan Shashital and Ketan

Client: Rahul Kansal, Priya Gupta

Source:
Campaign India