The Times Of India Rejuvenates A Day In The Life Of India

Taproot India has conceptualized the campaign to capture the imagination of India with public participation.

Rajat Arora | Delhi | February 9, 2011

Taproot India has designed another interesting campaign for The Times of India. After award winning and much applauded Aman ki asha campaign, the creative agency for the India's largest read English daily has tailored another unique campaign under the publication's 8 years old property 'A Day In The Life of India' to capture the imagination of India.

With the objective to hold the real pulse of India and catch the different moods of it, Taproot India has come up with 3 print advertisements initially.

Speaking about the campaign Santosh Padhi, Chief Creative Office and Co-founder, Taprooot India, said, “Previous campaigns of TOI like Lead India and Aman ki asha were innovative initiatives and no one predicted their stupendous success but with time these campaigns took magnanimous shape. Same way this campaign is also a noble idea and seriously speaking I don't know how big it becomes.  The idea behind this campaign is just to know what readers think about India and which way can they explain country best.”

Rolled out last week, the campaign invites the entire nation to come together to help create a mosaic, with A Day in The Life of India. People can shoot a photo or video, draw a cartoon or just tell a joke; on anything that they feel makes India, India.

Participants can take inspiration from the loads of cutting-edge material already put up there on the website http://adayinlife.timesofindia.com - great ads from the past and present, hilarious photographs and cartoons from TOI's archives and more. Then put on their thinking caps, pull out the cameras (or sharpen pencils) and create their own take on how "we are like that only".

There are different themes set for different categories to participate. For the Videos, Photos and Cartoons categories, the themes include Bizzare India, Chaotic India, Overloaded India, Jugaad India, Asli India, Incredible India, Golmaal India and Chalta Hai India, among others. The Jokes and Anecdotes category has three themes -Regions and Communities, Bollywood, and Scams.

Last date to send entries is 15^th march. The participants have been provided with a dedicated website www.day.in where they can upload the photographs, videos, jokes and anecdotes.

The entries will be judged by prominent personalities including Agnello Dias, Raju Hirani, Raghu Rai, Vir Das, Ajit Ninan, Neelabh and Salam.

The Times of India will award the best of the works from their readers. The prize money ranges from Rs.25,000 to Rs.5 lakh.

Rajat.Arora@BestMediaInfo.com

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