CAMPAIGN STRATEGY

​

With an array of digital news sources and constant updates, newspaper readership and relevance of the newspaper had both declined among the youth. With this trend in motion, newspapers and especially English dailies faced impending doom in the not too distant future. Therefore, our two-fold objective was:

​

1. ENGAGE WITH YOUNG DIGITAL NATIVES ON THEIR TURF AND LEAD THEM TO THE PAPER

2. INCREASE BRAND PREFERENCE & DAILY READERSHIP

 

The youth today tweet, like, post, swipe; they don't have time for newspapers. To connect with them, The Times of India re-imagined its Metro Supplement (TIMS). They take pride in being 'first to know' but often stop exploring things about their city sticking to the same old hangouts. The shiny, new TIMS was a unique, youth-relevant curation of hyperlocal news, popular culture adding spark back into their relationship with their city.

 

The supplements of the newspaper are city specific. The youth are the true explorers of their city. Digital is where they reside. But the city is touch and feel like the paper. So could we make a bridge between the two? 
Hyperlocal. Topical. Engaging. Interactive.
That is how we make content that engages. And we needed to make sure the digital world and the physical paper were seamlessly connected.