Flirting with your city? You must be reading the Times Metro Supplement
Times of India is promoting the Metro Supplement in a new 360 degree campaign conceptualised by JWT India
After a break of five years, Times of India is celebrating its popular Metro Supplement and along with that the city life the papers document in print, day after day.
The Metro Supplement celebrates everything from food and culture to movies and nightlife. The ad campaign evokes the same spirit and flavour of the city rekindling love for the city that often gets lost in the grit and grime of everyday trappings.
When you do find the time for her, how do you flirt with your city? What are the smells, sounds, sights and oddities about her that make you feel intimate with your city? Is it the late night drive down Sea Link in a Kaali Peeli taxi, that sweet smell of old pre-loved books at Blossoms in Bangalore, the mouth-watering street food at Paranthewali Gali, an evening of adda by the banks of the Ganges, or the ritualistic morning drive to the beaches of Chennai to catch the sunrise?
Well, Times has it all pinned down with five fast-paced videos set to foot-tapping music that are akin to city anthems defining the spirit of Bombay, Delhi, Chennai, Bangalore, and Kolkata.
The campaigns for each of the cities have been conceptualised by the local JWT teams from each of the cities. Explaining the overall idea behind the campaign Senthil Kumar, CCO, JWT India, said, “The videos for every state are a reflection of its nuances, current pop culture, local slang, sounds, sights. And each piece is different from the other in the unique flavour that stands for that city.”
Rap is one genre of music that appeals to the youth across the five states and unifies the audience, Kumar pointed out. “Largely this campaign is not about regular advertising but creating rap-battles between different cities’ pop-culture."
JWT and TOI have slipped in a little Where’s Waldo moment in the campaign videos with RK Laxman’s iconic Common Man. He is seen taking selfies in Mumbai, doing a little whistle-podu in Chennai, walking to office with a laptop bag in Bangalore, shopping in Delhi, and riding a tram in Kolkata.
The 360 degree campaign also includes six print ads for Bombay Times, Delhi Times, Chennai Times, Kolkata Times, Bangalore Times, Hyderabad Times, and Gurgaon Times.
Sanjeev Bhargava, Director - Brand, TOI, described the insight for the campaign as the “connection with the city we live in. The idea was that when a supplement like ours introduces readers to new places, happenings, events, etc, we introduce them to new aspects of the city.”
“While we live in a city, we only inhabit a small portion of it, that is perhaps a corridor between your residence and your place of work or a few other spots. A large part of the city remains unknown,” he further explained.
The campaign is launched as a series of short films showcasing many celebrated names from different cities like Deepika Padukone, Katrina Kaif, Vijendra Singh, Prosenjit Chatterjee, Rituparna Sengupta, Abir Chatterjee, Shruti Haasan, R Madhavan, Kiccha Sudeep, Aindrita Ray, Danish Sait, Sanjeev Kapoor and many others. The film has been conceptualized by JWT India, and created by Rawshark Films. The foot-tapping music is created by Dhruv Ghanekar, which brings alive the soul and quirk of each city.
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