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Posted by Nikunj Jain at 22:55:00
Tuesday, 6 October 2009
IMC analysis of Times of India - 1
TIMES OF INDIA - a news paper of choices, News paper of every India is the
Largest News Paper of INDIA. Times of India having widest circulation among all
english language news paper in the world serving its services to the nation from
1838. We did the Integrated Marketing Communication (IMC) analysis of Times of
India and reach out on certain conclusion. In our certain upcoming posts we will
discuss about the IMC strategis of TOI and message bihind the marketing
communication mix used by TOI. Here in This article we will discuss various
campaigns started by Times of India and conclusion

Background of Times Of India-
The Times Group (Bennett, Coleman & Co. Ltd.) is the largest media services
conglomerate in India. It is headed by brothers Samir and Vineet Jain. It reaches out
from:
11 publishing centers
15printing centers
55sales offices
Over 7000 employees
5 dailies including two of the largest in the country with approx 4.3 million copies
circulated daily
2 lead magazines
29 niche magazines
Reaching 2468 cities and towns
32Radio Stations
2 Television News Channel
1 Television Life Style Channel
Turnover in excess of USD 700 million
The Times of India was founded on November 3, 1838 as The Bombay Times and
J ournal of Commerce, during the British Raj. It adopted its present name in
1861(daily editions of the paper were started from 1850). The Bombay Times and
Journal of Commerce was launched as a bi-weekly edition (Published every Saturday
and Wednesday).
It was after India's Independence that the ownership of the paper passed on to the then
famous industrial family of Dalmiyas and later it was taken over by Sahu Shanti Prasad
Jain of the Sahu Jain group from Bijnore, UP.
The Times of India is published by the media group Bennett, Coleman & Co. Ltd. This
company, along with its other group companies, known as The Times Group, also
publishes The Economic Times, Mumbai Mirror, the Navbharat Times (a Hindi-language
daily broadsheet), the Maharashtra Times (a Marathi-language daily broadsheet).
In January 2007, the Kannada edition was launched in Bangalore and in April 2008 the
Chennai edition was launched. Their main rivals in India are The Hindu and
Hindustan Times, which hold second and third position by circulation
Today, the Times of India comes with several city-specific supplements, such as Delhi
Times, Calcutta Times, Bombay Times, Hyderabad Times, Kanpur Times, Lucknow
Times, Nagpur Times, Bangalore Times, Pune Times, Ahmedabad Times and Chennai
Times, The Times of South Mumbai, The Times of Doon, Meerut Plus, Haridwar Plus.
Observation -
From the last 20-25 years Times of India using various communication channels very
effectively. During the last 3 year TOI mainly focused on social causes and run various
campaigns. In this section we will discuss various campaigns of TOI
India poised
Teach India
Lead India
Mr. and Mrs. DT
India Poised
TOI began the year 2007 by making it Year of India and launching a 6 week
long India Poised campaign.
This campaign was to bring out areas of public governance, infrastructure,
health, business and Economy, environment, social sector and culture to sort out
stars from non-performance
They were to bring out India readiness for any serious claims to international
fame.
They showcased the story of Indians who were performing well.






India Poised

TOI began the year 2007 by making it Year of India and launched a 6 week long campaign India poised, Celebrating
60 year of independence
Medium Message Description Remarks
TV Commercial_____________________
India Vs India Amitabh
Bachchan and Gulzar




- India is competing against
India only
- India Vs India/ Bharat banam
Bharat
-AB, Gulzar trying to highlight
the opportunities and barriers
to growth of country
-Amitabh bachchan TV
commercial ad Location
shows the progress India
made in Infrastructure
- Ads were in both Hindi and
English languages
- Amitabh Bachchan TV add
location Bandra worli sea
link bridge itself explain the
meaning of ad
- Anthem is specially
targeting the youth
motivational and
inspirational
A day in the life of India
Video ads
- Road Banner,
- Sarkari daftar,
- Cricketer,
- Kitty Party,
- Desh ki dharti,
- Election Campaign
- Old man Grandson etc.
- TOI brings every kind a news
related to life of each
individual of an Indian
- Newspaper of everyone
- Trust on TOI (Old man
Grandson Ad)
- Daily life of an individual
(Kitty Party)
- Corruption in the govt. Office
(Sarki Daftar Ad)
- Touches the relation
between farmer and Land,
Patriotism
- Cricketer Busy in
advertising and cricket as well
(Sachin)
- Touches various aspects of
daily life of an Indian
Corruption, Problems,
Enjoyment, Trust, Patriotism
- Emotional Route
- Message is not clear What
actually they want to
communicate
- targeting all age groups


Print Ads_____________________
India Poised ads - India Vs India
- Our time is now its time to
do and to take initiative
- Celebrating 60 year of
independence
- Economy, Judicial, Power
Sector, Infrastructure,
Winning international event
asking for growing India



A day in the life of India
Celebration time forever
ads
- 1 newspaper of every citizen
irrespective of cast and
religion
- celebration times forever
-very colourful and attractive
posters designed for every
festival
-100 festival, 1 celebration,
1 news paper
-Promoting themselves as a
secular newspaper
- connect emotionally
- Targeting the people from
each age group and each
religion


A day in the life of India
inspirational print ad
- They have something for
everybody
- Do not just follow what is
there, always have several
choices in the hand and
choose the right option
- Newspaper of choices not
judgment
-adopting a rational route
- targeting youth


Teach India
TOI initiative they have tie up with several NGOs already contributing to the cause. They were
looking forward to teach the underprivileged by involving the society. First time launched this
campaign for 6 weeks in 2008. After successful completion of the campaign in 09 they again
launch the same campaign in 09.
Teach India

Medium Message Description Remarks
TV Commercial_____________________
Amir Khan teach
India Ad


- Lets learn to teach
- Your knowledge is
incomplete unless and
until u dont teach the
illiterate
- Aamir khan saying he
himself afraid of
teacher but still he can
teach
- After Tare Zameen
Par Amir khan have
good image as a
teacher
- Message is very
Clear
- targeting Youth
TV Commercial -
Akshar/ Alphabets
written on the t-shirt
of illitrate peron
becom complete when
that person meet with
an literate person.

- Every individual can
take charge of at least
one illiterate
- Showing that when
every literate
associates with an
illiterate then the
education of both is
complete
- Interdependency
- Education can be
spread through the
support of literate
section of the society
- Message is very
clear and emotional
- Secular ad
everyone need equal
education
Road cross ad


- Spare yourself - Children standing on
divider, passing by cars
are like their future
- to cross that road of
education they need
your help
- Dont leave them in
mid way
-they dont need
money they need your
continuous support
-the message is being
conveyed
Internet_____________________

- Each one Teach One - With a population of
over 287 million
illiterate Indians, we
need motivated
teachers in every
corner of the country to
go back to school.
- It is this statement
which saw some 6-7
months back in a full-
page Ad of the TOI
Teach India campaign
Promotional Events_____________________
U.S. Secretary of State
Hillary Clinton with
Bollywood star Aamir
Khan -
- To let people know
that even the rich and
the famous are a part
of the campaign
- Amir Khan and Hillary
Clinton promoting the
event.
- U.S. Secretary of
State Hillary Rodham
Clinton with Bollywood
star Aamir Khan at
Teach India and
Teach for India
programme organized
at St. Xavier`s College
in Mumbai on
Saturday.

Print Hording_____________________
various billboards

- Lets learn to teach - to remind them
whenever they see the
same billboard
- similar billboards are
placed in various parts
of the cities
- easiest way to keep
reminding people while
driving.
Lead India
Lead India 2009 is the campaign started by Times of India to create awareness among voters
across India and bring the critical issues in front of the voters.
Leading the Indias growth
Either we can hope for a change or take initiative to change Lets make this vote count
Lead India

Medium Message Description Remarks
TV Commercial_____________________
Abhishek Bachchan
Ad


- Youth wants to
change the system
and make it better
- must give the vote
- Abhishek Bachchan
targeting the youth
which is fed up from
the system and which
want changes
- Encouraging them to
take initiative and
become the part of the
system
- Targeting Youth
- The campaign
specifically launched
during the election to
increase the polling
rate among the youth
- Youth who do not
vote and always talk
about change in
- make your vote count
system
- Youth who do not
understand the
importance of the
voting which can lead
to changes in the
system
Various celebrity ad


- Voting is the first step
to all the solution of the
society from rural to
urban area
- Lets make your vote
count
- Kuch nahi ho sakta
is desh ka kya
wakai kuch nai ho
sakta ho sakta hai
Vote
-Different celebrities
bringing out the
problems from various
section of the society
-asking the question to
the audience is there
any solution
-only one solution
start voting, lets
make your vote count
-message is very
clearly understood
-they are targeting to
both rural and urban
India
- they could have
promoted secular
voting
- targeting people of
each age group
Children add


- Phalak Pakad ke
utho hawa pakad ke
chalo - tumchalo to
hindustaan chale
- dont wait for others
to take the initiative,
why not u take it,
others will follow
-why follow others, why
not make others follow
you
-there is a problem
-politician ran away
-people waiting for
someone to come and
blaming the system
-an innocent child
takes the initiative and
makes others to follow
him
-finally without the help
of system they solved
the problem
-patriotic anthem
- delivering the
message clearly
- making people realize
their potential
- making corrupted
people feel ashamed -
not doing anything
about the existing
problems
Print Ads_____________________
I Swear


- By voting you can
destroy all evil
elements from the
society to give your
children something
good to vote for
- They are asking
every individual to take
a pledge against every
wrong thing prevailing
in the society
- they are trying to
cover up every body
- they are talking about
very small issues in the
society
- they are not giving
solution but they are
trying to build up
socially responsible
citizens
Mr. and Mrs. DT -
Mr. and Miss DT contest is the country's first and only contest of its kind that picks the
hottest and happening freshers on campus. Delhi University most happening freshers
competition, which is the buzzing word around the campuses of Delhi Universitys colleges.
Mr. and Mrs DT - Another successful campaign by TOI, Which is again centered on Youth

Print Ads_____________________
Medium Message Description Remarks
Delhi Times Mr. and
Mrs. DT


- You will be hottest
fresh face of Delhi.
- A boy and girl face on
the front page of DT
- Attracting the freshers
of colleges in Delhi
- targeting Youth at the
initial stage when they
are entering into
college
- Making them their
customer (Regular DT
Reader)
Conclusion
1.) It has been found that over the year supplement provided by times of India
which is Delhi times has gained more popularity than the main newspaper. The
younger generation is keener on reading whats happening in that section rather than
going through the main newspaper. This shows that there is a demand for a newspaper
in the market which resembles the language and the looks of Delhi times. They can look
forward to launch a new newspaper especially for this segment so that they can
maintain the image of their original brand.
2.) They have taken up issues like voting, education, growth and development of
the county, one can say that they are trying to connect emotionally to the people
of India. They have taken a patriotic route at times they try to associate themselves to
the freedom struggle through some of their print adds.