BRAND INTRODUCTION
The Times of India (TOI) is the highest-selling newspaper, known for its extensive coverage, in-depth analysis, and credible journalism. In an era where information is abundant and often unchecked, TOI stands as a beacon of reliable and well-researched news.
THE PROBLEM
In the excess of the digital era, any and every information is valid tender. With an overwhelming attack of fake news, the very fabric of society is under threat.
OPPORTUNITY
Even in this circus, where every speculation is being promoted as legitimate, by certain platforms, there is one form that is upholding the integrity of news. This is the power of the written word – which is devoid of all the acting, performances, and drama. This is where analysis and unbiased opinions still find enough spotlight.
OBJECTIVE
- To promote the reading of print newspapers by emphasizing their credibility and reliability in comparison to digital news sources.
TARGET AUDIENCE
- Adults aged 15-60
- Professionals and educated individuals who value credible information
- Readers who appreciate in-depth analysis and well-researched journalism
KEY MESSAGE
- "It's only true when you read it in Print."
DELIVERABLES
- A single or a series of print ads that emphasizes the messages. With a call to action that urges you to pick up the habit of reading news on print – the most trusted medium.
TONE AND STYLE
- Trustworthy
- Nostalgic yet modern
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