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)
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."
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