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Yellow envelope delivers new Indiatimes Mail campaign

11-August-2007
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Yellow envelope delivers new Indiatimes Mail campaign

Indiatimes has launched a new TVC for its new e-mail services. The campaign, like the Indiatimes Mail service, aims to break a few barriers. The creative has been conceived by Bates David Enterprise and produced by Mad Entertainment.

Instead of beating the often taken route of showing protagonists sending and receiving mails on their PCs, Indiatimes has taken an understandable metaphor that anyone could relate to -- the yellow envelope, which is a universally recognised symbol of mail. The creative revolves around people joining the yellow movement after being touched by the yellow envelope. Its young and international imagery gels well with the urban youth’s aspirations to be associated with advanced and futuristic offerings of the Internet.

According to Dinesh Wadhawan, Managing Director and CEO, Times Internet Ltd, “We appreciate the fact that communication on the Internet is now 24x7, rather than a 30-minute affair, and that being fast and having unlimited space is a mere hygiene factor. Our new Indiatimes Mail with its advanced Web 2.0 features is pushing the envelope in this space and we wanted our creative to show that.”

Wadhawan said, “This is a 360-degree campaign which includes print, TVC, web, outdoor and below-the-line activities. The print campaign has already broken in all the newspapers and magazines. The TVC is now visible in all the news channels and entertainment channels. The outdoor hoardings too are being put up. The BTL activities include mailers, POPs, etc.”

“The new Indiatimes Mail is a revolutionary product that lets you do a lot more than just sending and receiving emails. It practically enables you to ‘live out of the inbox’. The yellow envelope is an executional idea and a universal mnemonic for mail, and appropriately symbolises the next generation of email experience that the product promises,” added Alok Agrawal, Executive Vice President, Bates David Enterprise.

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