The story behind the campaign
Challenge
The Times of India (TOI) is India’s largest circulated daily newspaper. In the western state of Bengal however, local icon The Telegraph ruled the roost. For close to a decade, the TOI had been unable to change this. To win this newspaper war, TOI needed to connect with Bengalis as people, and not just as readers.
To achieve this, Times of India sought to become a true catalyst of positive and progressive change and in doing so, emerged an undisputed leader.
Creative concept
#NoConditionsApply Sindoor Khela
The vermillion dot on a Hindu bride’s forehead...