The launch of The Times of India in Chennai in April 2008 had shaken and stirred the market and jolted the existing players out of their comfort zones. Now, with the completion of 100 days in the Southern metropolis, TOI celebrated the occasion with a special 104-page pullout, ‘Chillax’, with its August 7 edition.
“The idea was to celebrate the hundredth day, but we did not time it exactly on 100 days as the printing and logistics took time,”' explained Ninan Thariyan, Assistant Vice-President, The Times of India, Chennai.
‘Chillax’, a combination of ‘Chill’ and ‘Relax’, is a common enough lingo amongst the youth and represents vigour, cosmopolitanism and youthfulness. Thariyan added, “Through ‘Chillax’, we wanted to create an editorial stickiness and an editorial environment for our advertisers to work their ads harder.”
Ravi Dhariwal, CEO, Publishing, Bennett, Coleman & Co Ltd, expressed happiness over the response from readers in Chennai to The Times of India. He said, “We have been receiving lots of mails from our readers and the feedback has been very encouraging for our editorial product, which is different from the competition.”
Dhariwal further said that their content was very relevant, young and newsy, and that they treated the city with tremendous amount of sensitivity. After successfully launching its edition in Chennai, The Times of India’s next stop in Tamil Nadu is expected to be Coimbatore. “We are looking at other cities like Coimbatore very seriously. However, there is a rollout timeline as of now, but we are looking at other markets as well in Tamil Nadu,” Dhariwal said, adding that the Chennai edition would be present in ABC as soon as possible.
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