Newspaper Advertising - The Creative Potential: The Times of India - India

BACKGROUND

The Times of India is the country's leading English-language newspaper.

These ads for the title were part of a cross-media campaign that also embraced television and cinema and ran during 2000 and 2001.

The campaign has won numerous awards, including Campaign of the Year at the Asia-Pacific Awards in 2001, D&AD and Campaign of the Year at the Advertising Agencies Association of India.

Enterprise Nexus, one of India's top three ad agencies, has been handling The Times of India account for more than ten years, producing much highly acclaimed work for its client.

The agency has been behind many brand-building success stories in India for clients such as Raymond, Lakme, Chevrolet and Whisper.

Indian newspapers provide a great environment for advertisers.

It is a well-developed medium with a high reach, giving clients a choice of different readerships. The print medium attracts about half of the total advertising revenue in the country.

The Times of India has a circulation of more than 1.6 million copies.

According to the World Association of Newspapers, it is the second-biggest newspaper in the market behind the Hindi-language title Jagaran Prakashan, which has a circulation of 1.9 million copies. The Indian newspaper industry publishes in 18 languages.

The newspaper market is one of the strongest in the world, driven by India's booming economy. It was estimated to be worth $1.9 billion in 2004 and is the fastest-growing newspaper market in the Asia-Pacific region, with growth rates conservatively estimated at 7 per cent a year. This rate is only matched in the region by Indonesia.

The daily titles' circulations have grown by about 11 per cent a year over the past decade.

REVIEW - Piyush Pandey executive chairman and national creative director, O&M India

The Times of India, the country's leading English-language daily, launched its "a day in the life of India" campaign in 1998. It was a campaign that had the voice of a true leader. The publication chose not to talk numbers to showcase its leadership, but took a far more mature approach.

No-one knows India like we do. That was the essence of the idea. What better stance for a national daily to take? This was illustrated using extremely insightful, real-life photographs taken by some of India's leading photojournalists. Each photo brought out the idiosyncrasies that make India the unique country it is. The campaign covered a wide array of topics, such as Indian sports, fashion, religion, travel, education and more.

The ads succeeded in capturing brilliantly the various expressions of India. The typical and the unusual. The obvious and the obscure. The traditional and the contemporary. One of the ads shows a group of sadhus - holy men who are known to live rather spartan lives - enjoying cold drinks at a religious convention. Another ad freezes the split second in which a local train in Mumbai disgorges a throng of hundreds of travellers on to the platform.

Beautifully art directed, and written with restraint, this campaign strengthened The Times of India's position as "the masthead of India".

CREDITS Client: The Times of India Agency: Enterprise Nexus Writer: Abhijit Awasthi Art director: Raj Kamble Creative director: Mohammed Khan Photographer: Raghu Rai