Reaching the smaller towns, with slice of life situations. We were talking to an audience that wasn't wary of technology yet. And was ready to explore more.
#ChangeBeginsWithMe was trending at no.2 on twitter, during the campaign launch.
For HCL's launch in South Africa, we had to talk to the youth, and then move on to focus on the issues of the younger generation - unemployment and lack of opportunities.
Karnataka is unlike the rest of India, specially come summer. It is the perfect escape for outsiders. Once here, you can almost hear them say 'thank God it's summer'.
We are cynics. Well, most of us are. And we have every reason to, given the news that greet us each morning. Aren't we all looking for that little good in the news?
TOI had to reach its new readers in a way that was not very serious yet drove home the message. Hyderabadis speak a very charming Hindi, in their unique style, with their sweet eccentricities. We tried to replicate that in these ads.
So, TOI was relatively new in Hyderabad. We had to speak to the businesses - the retailers, the restaurants, and tell them, how their customers were now reading The Times of India.
The intent as the brief said was to create an awareness about the importance/benefits of making sports a part of one's life, thus imbibing a sporting culture.