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Indiatimes takes 360-degree route in new campaign

08-October-2004
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Indiatimes takes 360-degree route in new campaign

Indiatimes campaigns have adopted an all-new avatar now. A complete 360-degree campaign is ready to hit the nationwide media in a week. Bates India is ready with the ‘trendy’ campaigns that have been based on a research conducted to understand the youth’s needs and aspirations.

“This time we wanted to use innovative advertising. We have used a magical transformation in the 30-second commercial. It is a new format, which would instantly connect with the youth. The copy that says ‘Things that you care for, things that you don’t…whatever’ sums up what our brand stands for — we offer you whatever service you require,” says Rajesh Sawhney, Chief of Operations, Indiatimes, Times Internet Services.

On the reasons for going 360-degree, he says: “We wanted to connect to the youth nationwide. We wanted to target the B and C towns and tap the southern market; hence we thought the TVC has the resonance to connect to the youth across the nation.”

Bates India has handled the integrated campaign, covering the television, print, radio, outdoors, online media and below-the-line initiatives. “The total spends on the campaign has been around Rs 8 to 10 crore,” informs Sawhney.

On the client’s brief, Radharani Mitra, Executive Creative Director, Bates, says: “We were asked to give a distinct image to Indiatimes. We had to capture the spirit and spunk of the youth in our campaign. We cracked the brand idea by conducting a research wherein we went to campuses and identified the things the youth associate with. After this we visualised the campaign.”

“The research helped us to capture the cultural insight—the vocabulary that’s popularly used by youth and their interests and aspirations,” she adds.

The TVC has used animation format. It shows a hand clicking and then transformations takes you on a tour to all the services provided by the website. Abhijit Chaudhari of Black Magic Productions has prepared the film.

“The commercial will be aired on all the channels, and the print, outdoor and internet campaign will also hit simultaneously,” says Sawhney.

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