The Times of India: Maa Durga is returning home

Indian English-language daily newspaper The Times of India (TOI) launched Phirey Esho Kolkata (come back to Kolkata), an evocative campaign that celebrates the spirit of modern Kolkata.

Campaign details

Brand: The Times of IndiaBrand owner: Bennett Coleman & Co.Agency: The Times of IndiaMarket: IndiaIndustries: NewspapersMedia channels: Newspapers, Online video, Outdoor, out-of-home, Radio & audioBudget: Up to 500k

Executive summary

For the first time in 17 years after the launch of The Times of India (TOI) in Kolkata, IRS 2017 pegged TOI as No.1 in terms of AIR. This was an opportunity for TOI to strengthen its bonds with the city and establish a direct chord with the city’s residents.

As a chronicler of Kolkata,...

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