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Umbrella experiments with silence for Times of India

13-September-2006
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Umbrella experiments with silence for Times of India

The Times of India has been very active when it comes to be physically present in the lives of its readers for key markets like Mumbai. The print major has been associated with several events and festivals, and if the recent NRS readership numbers are anything to go by, it was even delivered in favour of the publication.

One of the most recent initiatives seen from the TOI was during the Ganesha festival in Mumbai when the publication had indulged in a cross media campaign and had tied up with Umbrella for the creative requisites of the campaign. The cross-media TOI Ganesha Utsav campaign had print ads in Marathi and English created by Bhupal Ramnathkar, Sanjay Sure, Prasad Patil, Rachna Surve and Sameer Kochure.

And by Ramnathkar’s own admission, the most intriguing part of the campaign was Umbrella’s TV spot for the TOI highlights of the 10-day festival that had no sound at all. The ‘silent’ TV spot was aired on Times Now and My Channel only on September 6, 2006, the last day of the festival when Ganesha idols were immersed.

“Since both writer Sunil Shibad and I live near the Shivaji Park beach, we could draw on our real life experiences to come up with this media innovation,” explained Ramnathkar, Founder and Creative Director, Umbrella.

He further said, “It took two days from conception to execution and a brave client – Rahul Kansal, Brand Director, TOI, and the Times Team – to back an idea that would run for only a day.” Interestingly, the script was presented and approved over phone. The commercial itself was shot, edited and ready-to-air in just 24 hours.

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