The Times of India is India’s largest English language newspaper with 15 million readers as of Q1 of this year, according to the Indian Readership Survey (IRS). In India, print is far from dying.

Yet there was one part of the country the paper had yet to claim victory in – Kolkata, the capital of India's West Bengal state.

Kolkata city is currently home to over 5.8 million and its metropolitan area population is estimated to be 15.3 million – a sizeable territory that the paper could not ignore and so in 2017 the publisher tasked creative agency FCB Ulka with shifting the needle on readership.

FCB Ulka’s Chief Creative Officer Swati Bhattacharya told the Mumbrella360 conference in Sydney: “The brief was, can you do something in which we would be seen as a Bengali newspaper, a newspaper that belonged to the Bengali that they take pride in it.”