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At Times Now, the ‘Action Begins Here’

The English news channel has sharpened its positioning and aims to give more power to citizens to voice their concerns

BestMediaInfo Bureau | Mumbai | February 2, 2015

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Times Now has always believed in taking a tough stand against issues that affect the nation. Raising the voice for ‘Positive Provocation’ and asking ‘The Right Questions’ that lead to action has always been the core of Times Now’s philosophy. The New Year marked a further strengthening of the core brand philosophy through a sharply-focused positioning: ‘Action Begins Here’. The channel has launched a series of hard-hitting, issue-based films to reiterate its repositioning.

The channel endeavours to reach out to people to voice their concerns ranging from corruption to women’s safety and from sanitation to many more, bringing them to the national forum seeking best possible solutions. The English news channel believes the time has come to take charge and, as a leader, take responsibility to set the agenda for the nation’s growth.

MK Anand, CEO & Managing Director, Times Television Network, said, “'Action Begins Here' truly articulates what Times Now stands for, it explains what we are really doing. As India's leading news brand, we are well aware of the power our voice has in society. And we constructively use that power to give voice to issues that affect our nation and raise the right questions that lead to action – action that leads to concrete solutions to create a better India. The repositioning will be reflected in the overall brand communication coupled with intense and engaging content.”

Arnab Goswami Arnab Goswami

Arnab Goswami, Editor-in-chief, Times Now, said, “Times Now has been the popular choice for more than seven years as the No. 1 channel. We have changed news delivery from deadpan to passionate; from uninvolved to journalism that steps forward to fight for the citizen. ‘Action Begins Here’ is a campaign that reflects this new age journalism, and showcases our fundamental strength of direct reporting to viewers across the globe.”

Times Now has launched a 360º marketing plan that includes extensive print, OOH, cinema, digital and cross-channel promotions. The creatives are extremely insightful and thought provoking.

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