A Day in the Life of Kerala !

 On 1st Feb, a morning news paper in Kerala was delivered by Elephants, Kalaripayattu warriors, boatmen etc , instead of newspaper boys across the state. It was the day world's largest English Daily was launched  in 10 cities of Kerala. The publication's Kerala edition is printed in 10 different locations across Kerala : Thiruvananthapuram, Kollam, Allapuzha, Kottayam, Ernakulam, Thrissur, Palakkad, Malappuram, Kozhikode and Kannur.

The launch campaign was worked out by JWT lead by Senthil Kumar ( National Creative Director, JWT )which includes print, radio, outdoor, digital and on-ground activities.

                                                                     Print ads during the launch of TOI in Kerala

On the day of launch, the delivery of the news paper was handled by elephants, boatmen, fishermen etc.   at 6 am, 300 newspapers were handed over per elephant and boatman in bundles of 50 each, which were hung on back of the elephant and then the elephant guided by its mahout moved to the nearest residential areas to deliver the TOI newspapers, house to house. 

                                                                 Avial Song - Suprabadhakali during Times launch

                                       Elephants delivering TOI door to door on the first day of the publication's launch

                                             
                             
   

Strategic Alliance with Mathrubhumi


As a part of their entry in Kerala, Times joined hands with Kerala's most trusted newspaper Mathrubhumi to deliver a unique experience to highly literate readers. Two news paper are printed and
distributed together across kerala at a competitive combined price. the subscriber can be able to save
around Rs. 50/- monthly.  also both newspapers are working together to introduce attractive packages for
advertisers. the alliance has been communicated with the tagline "Yathatha Sauhrudathinte Shakthi". (The Power of Real Friendship).as Mathubhumi's tag line - Yathartha Pathrathinte shakthi ( The Power of  Real News Paper) has been familiar to public.  TOI -Mathrubhumi alliance has been communicated through print ads, graphic tvcs, out-of home communications like Bill board, small boards etc. Creative duties are handled Kochi based Maitri Advertising works.