The old lady of Bori Bunder celebrates 175 yrs with panache

The Times of India has unveiled a series of initiatives and communication plans to engage its readers as the paper celebrates its 175th anniversary

e4m by Abid Hasan
Published: Apr 24, 2013 9:17 PM  | 2 min read
The old lady of Bori Bunder celebrates 175 yrs with panache

An estimated 7,615,000 readers wake up every morning with a daily in the life of India. And this daily has been engaging with its readers for the last 175 years. The year 2013 sees The Times of India, also referred to as “The old lady of Bori Bunder’, achieve this landmark.

The celebrations have already begun, with the launch of an innovative augmented reality christened ‘Alive’, which is bringing back the youth to the physical newspaper, This is followed by a new award show, Times of India Films Award (TOIFA).

In order to interact with the readers, the paper came out with a full page ad and two special pages dedicated to the entire work done in the past.

The message to the readers stated, “As we complete 175 years, we don’t just look back at what we have achieved, but also took ahead at what we hope to do. We aim to begin a year-long programme of initiatives to mobilise the youth and make changes at the grass root level. And we prepare to not just write, but shape the story of a better, more powerful India.”

All the pages carry different events and pictures since the paper’s inception as the two pages take the readers on a journey of some of the most prominent events that took place in India’s history – including India’s Independence, Mahatma Gandhi’s death, Olympics hockey victory, Cricket World Cup victory, and more.

To further corroborate the message of how the paper has been a part of and a spectator to the various landmarks in India, The Times of India has also unveiled a new TVC with actor Ranbir Kapoor, where he describes the long journey of the paper and how it plays a vital role in the development of the nation.

Watch the TVC here:

The Times of India Editor Jaideep Bose has also penned down a few lines on this landmark year in a special column, wherein he said, “The fact is that this paper has grown from a single edition of few thousand copies to some 50 editions with a circulation of close to five million, the largest in the world for any English newspaper by a long margin.”

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