The Times of India has completed 25 years in the Bangalore market, a journey that has been nothing less than remarkable. Having debuted in 1984 in Bangalore, the newspaper was very much the No. 2 in terms of numbers, with Deccan Herald being the clear leader. However, in the early 90s, the paper upped the ante and began catering to a large section of the migrant population, who were settling down in Bangalore owing to the IT boom.
The Times of India today enjoys the leadership position in the Southern metro, having dethroned old and established players like Deccan Herald and The Hindu or fighting off the challenge posed by new players like Deccan Chronicle and DNA.
Commenting on this 25-year journey of The Times of India, Rahul Kansal, Chief Marketing Officer, The Times of India, said, “When we launched, we were a relatively small newspaper in Bangalore and this market acted as an extension of the TOI penumbra, catering to the TOI loyalists. In the 90s, we decided to get aggressive and revamped our offering. This was done in keeping with the changing landscape of the city and we provided a peek into this, thus connecting with the city folks, especially the large number of white collar migrants to Bangalore.”
He further said, “The paper is vibrant and buzzing, thus reflecting the new face of Bangalore. The upwardly mobile immediately found a connect, thus aiding us in getting a leadership position. Without doubt, Bangalore has been one of our most dramatic success stories. This has happened primarily because of our content, where we brought to the fore local issues, thereby converting many to take to the newspaper. We have managed to connect with the young and present relevant content to this group, which comprises a large part of our readers.”
Even in celebrating the 25 years, the approach has been outwardly driven, where the readers are invited to share photographs of Bangalore in 1984. There is also a special series on celebrating Bangalore, its past as well as its present.
On the way ahead, Kansal said, “We will continuously improve our offering so that it remains relevant to our readers.”