Maharashtra Times: MT Culture Club Digital Pivot

Bhushan Maskay, Prinay Manjeshwar

The Maharashtra Times, a newspaper, launched a campaign in India to engage with readers beyond print on a regular basis and form a relationship that goes beyond news.

Campaign details

Brand: Maharashtra TimesBrand owner: Bennett Coleman & CoEntrant company: Bennet Coleman & Co. - IndiaIdea creation: In houseMarket: AsiaSector: Media & publishingfMedia channels: Content marketing, Merchandise & free gifts, Word of mouth, Influencers, KOLsBudget: Up to 500k

Executive summary

Maharashtra Times Culture Club (MTCC) is a reader engagement initiative focused on community-building and developing interest and passion-based communities of like-minded individuals, enabling them to enrich their lives through a myriad of activities spanning multiple genres.

MTCC chapters in each city were conducting a...

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