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TOI gears up for Bengal mkt; ropes in Tailor

07-August-2012
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TOI gears up for Bengal mkt; ropes in Tailor

Bennett, Coleman and Company Ltd (BCCL), in an effort to expand its footprints across markets in India, is gearing up for Times of India’s launch in West Bengal. Though the exact date of the launch could not be confirmed at the time of filing this report, Times Group has roped in Mumbai-based agency Tailor to manage the entire launch campaign.

The news daily will be called ‘Ei Shomoy Sangwadpatra’ which in English means ‘The Modern Times’. It will discuss modern sensibilities of Kolkata, catering to the needs and requirements of the modern day reader.

Confirming the news to exchange4media, Rahul Kansal, Executive President, BCCL said, “We have entitled Tailor to create the campaign for us as they have a strong understanding of the Bengali market. The entire communication will be in Bengali so we needed an agency that had a deep sense of the culture and consumers.”

A pre launch campaign is set to break by end of this week in Kolkata. About 140 hoardings will cover the entire city announcing the entry of Times of India Group in the markets of West Bengal.

It may be recalled that Times of India Group entered the markets in Kerala in an unusual way with ‘God’s Own Delivery Boys’ campaign that garnered a lot of attention. Responding to the query if anything similar is also being planned for Bengal, Kansal said, “It would definitely be a multi-media campaign on quite a large scale.”

Expressing delight on handling the campaign for Times of India, Kaushik Mitra, Co-Founder and Creative Director, Tailor said, “The launch of the Bengali language newspaper required a level of understanding of the culture which perhaps only hardcore Bengali creatives who have lived in the city can do justice to. The creative team working on the project comprises Bengali writers and art directors who have grown up in Kolkata and done a fair amount of work in Bengali, thus we were chosen by TOI to handle the campaign. It's always fun working for an ambitious client. What I like about Times of India is that they always demand the best work and encourage the reader to think, behave and act in way which benefits the community and the nation at large. Taproot has great understanding of the brand and we are doing this campaign in close collaboration with them, under personal guidance of Agnello Dias.”

Commenting on the audience that the campaign would be targeting, Mitra added, “Close to 60 per cent of India's population is below the age of 25 and most products are aimed at this target audience profile. ‘Ei Shomoy’ however is aimed at people with modern mindset, irrespective of age, who live in Kolkata and around and wish to become part of the resurgence of the new Bengal. This is a culture which hasn't lost sight of its deep roots, but wishes to fly and once again claim its place in the sun.”

For the record, Tailor is an independent advertising agency started in 2010 by Kaushik Mitra, along with senior industry colleagues whom he has worked with during his past stints. The key team comprises four creative directors who have between them over 60 years of experience and over 100 national and international advertising awards.

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