Indian English daily, The Times of India, has rolled out localised campaigns for its metro supplements in Mumbai, Delhi, Gurgaon, Chennai, Bangalore and Calcutta with the aim to enhance its content offering.
The campaign titled ‘Flirt with your City’ conceptualised by JWT India features rap music expressing the idiosyncrasies of every city for example quirky words, movies, actors etc.
The film has been conceptualized by JWT India, and created by Rawshark Films. The music is created by Dhruv Ghanekar. The campaign will run across print, TV, digital, OOH supplemented with print and digital activations.
Sanjeev Bhargava, director, brand TOI said: âFrom the latest cinema review to newest cuisine in the town, from latest gig update to best fitness regime for you, from the newest earworm music to hottest celebrity gossip, our newspaper keeps one updated on the trending topics in and around the city. Our âFlirt with your Cityâ campaign is built around this key thought.
“We have packed more fun, color, youthfulness in the paper and strengthened the content around movies, food, fitness, fashion, campus and music. With more engaging content, new exciting IPs and integrated activities, we intend to bring readers closer to their respective city, and reinforce the thought that it is one-stop shop of everything one needs to stay connect with the buzz in the city.â
Senthil Kumar, chief creative officer, JWT India said: âThe visual style is mixed media brought alive from various elements of the city. It is an amalgamation of the slice of life, Stop Motion Animation, Hyper-Lapse captures, 2D Flash Animation, Compositing within Times Newspaper and Traditional Cell Animation and of course Times Newspaper headlines and snapshots from a day in the life of your city. The ambition for this campaign is to create a dynamic anthem for each city driven by its unique pop-culture with the City Times at the center of it all.â
Vice Media recently partnered with The Times of India Group to grow Asian audience.