The Times of India has rolled out a film through which it celebrates the relation readers have with their newspaper.
Conceptualised by Wunderman Thompson, the film has been narrated by Gulzar. It shows how the newspaper completes the morning of the readers and provides companionship to them.
Sanjeev Bhargava, director, brand TOI said, “Across the world, newspapers are the most trusted source of news, and our readers already know that. Reading a newspaper is not merely flipping through pages. We all have our unique way of reading our newspapers – some sit on a table, some lounge on the floor, some start from the front page, some go reverse and so on. The charm of reading a newspaper is an intimate and uninterrupted immersion into news, that is both relaxing and intense depending on the pace of its reader. The poetry narrates this experience from the eyes of the reader. During uncertainty, access to accurate information is critical. And, we stay committed to our readers to bring them unbiased and authentic news to ensure our relationship with our readers strengthen further.”
Senthil Kumar, chief creative officer, Wunderman Thompson India, said, “What are mornings without the Times Of India? There is a whole lot missing from the morning when you are missing the Times. The absence of the newspaper and the elevating presence of the newspaper has been captured in this captivating narrative by the words of the legendary poet Gulzar and visuals of thousands of readers interpreting the poem in scenes from the mornings across the country. Delivering the truth that our relationships with our morning newspaper can never change.”
The campaign will be amplified across television, OTT and digital platforms.