The Times of India has launched a new initiative, called ‘Times Passion Trails’, that seeks to bring together likeminded people and provide them with a platform to fulfil their passions.
Times Passion Trails will provide activities such as mountain biking trail from Manali to Leh, culinary trail from Srinagar to Gulmarg, wildlife photography in the sanctuaries of Assam, the dhaba trail from Delhi to Amritsar, spotting snow leopards in Ladakh, and and creative writing in the Garhwal Hills.
The focus is to be an ‘enabler’ through experts and to make sure that the participants share with other reader their ‘money can’t buy experiences’.
Each of these activities will have a mentor – for instance, Rajesh Kalra, Chief Editor and Vice President, Times Internet for biking trail; Maryam Reshi, Editor, TOI Annual Times Food Guide for culinary trail; Ajeet Bajaj for spotting snow leopards; Kunal Kapoor for dhaba trail); well-known photographer Rajesh Bedi for wildlife photography trail); and Ruskin Bond, Prasoon Joshi, Chetan Bhagat and Bachi Karkaria for creative writing.
Sharing the idea behind this initiative, Rahul Kansal, Executive President, Brand Function, BCCL said, “TOI brand is about empowering readers and helping them to dream bigger, to escape the mundane in reality. We have manifested this vision in career, education and building a nation with different initiatives and this time, we are here to help people to pursue their dreams.”
Yatra.com has been roped in as the presenting sponsor. Different advertisers/ sponsors for each of these trails may also be brought on board.
In order to participate, people need to register themselves on the website, www.timespassiontrails.com, and choose the trail that they are passionate about.