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TapRoot helps Bombay Times reinforce glamour image

11-July-2012
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TapRoot helps Bombay Times reinforce glamour image

Bombay Times has unveiled its first television commercial as part of its 18th anniversary celebrations. The TVC, which is part of a larger multimedia campaign, has been conceptualised and created by TapRoot India. Lodestar UM is the media agency on the campaign.

The campaign will not only promote Bombay Times but other city editions as well, including Delhi Times and Kolkata Times, in the various markets that The Times of India is present in. The campaign idea – ‘Born Glamorous’ – will be taken across media, including print, radio and OOH. Though Times officials did not disclose the ad spends, industry sources informed that this is one of the more elaborate campaigns from the print major.

Speaking about the objective behind rolling out the television commercial as part of the celebrations, Priya Gupta, Vice President, The Times of India (Brand), said, “Bombay Times is a cult brand that institutes glamour in a person’s everyday life. Keeping in mind the young readers, our primary objective was to underline the glamour quotient through the campaign. We have rolled out campaigns as well, but this is the first time when we have used the TV media.”

Taking the spirit of ‘being a Mumbaikar’ a step ahead, the Bombay Times film attempts to portray how the supplement has penetrated through the city and impacts all strata of society.

The tagline ‘Born Glamorous’ aims to capture the essence of the glam lifestyle lived by people from all walks of life in Mumbai, portraying a steady upward change. The creative agency TapRoot has employed exaggeration as a key tool to drive the point through. From a natty government official, the film breaks to a snazzy dabawalla on a blinged bicycle, then proceeds to show a jewellery clad fisherwoman in a slick hairstyle, finally ending with a rickshaw driver dressed to the nines. All of them sport the look in a typical Mumbai background.

As the agency officials explained, the idea was to push reality and make it cinematically dramatic to meet the objective of the brand. Agnello Dias, Chairman and Co-Founder, TapRoot India, said, “Through the commercial, we aimed to bring out the effect of good grooming, which is something that now touches, in a small or large way, all walks of society. With regards to the other cities, we plan to promote this campaign through print media. The key challenge we faced in the course of creating this commercial given the nature of Bombay Times was to shoot avoiding the rains which luckily started just after we finished.”

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