Emojis have become an almost indispensible part of communication in this digital savvy age. These days, expressing feelings through signs, icons and pictures is hardly new in any culture. Especially when it comes to expressing love, the youth struggles to find the right words to confess their emotions. Taking a leaf from the youth’s love for emojis, The Times of India is celebrating #CodeLove across all its youth centric supplements like Bombay Times, Delhi Times, Chennai Times, Bangalore Times, Ahmedabad Times, Calcutta Times, Hyderabad Times and Pune Times.
#CodeLove has been designed as an interactive campaign to celebrate the power of emojis in the life of a youth. Everything around love including love stories, movies, songs and dialogues will be decoded through emojis. As a fun interactive campaign, #CodeLove will have a series of quizzes, puzzles, articles, blogs and vlogs that will test the power of emojis to express oneself. The campaign has a mix of editorial content and interactive user-generated gifs and pictures. Across multiple city editions, the publication shall reinterpret emergent love themes in the times of emoji viz. online dating themes, the gifting ideas, romance in the age of “instant”, long distance relationships etc. The attempt is also to recreate the iconic movie scenes in the language of emojis. The campaign also reimagines celebrity love stories through emojis and allows the audience to participate with their own versions of their love stories.
The #CodeLove campaign went live on February 6, 2017 and will run until February 14, 2017, when the world celebrates Valentine’s Day.