The Times of India has launched a new campaign video featuring Sivakumar Sundaram, Chairman Executive Committee of BCCL (Times Group), which shows the never-seen-before aspects of a day in the life of the newspaper.
The legacy of the quintessential The Common Man created by RK Laxman, the picture of Ajmal Kasab captured by a TOI photographer which became a pivotal moment in the 26/11 Mumbai terrorist attacks, debates on hundreds of headlines to arrive at that perfect one to be published the next day, and more events which take place daily before the newspaper arrives at the customer’s doorsteps.
The video in collaboration with Brut India takes the viewer through an insightful tour of TOI’s office in Mumbai, its newsrooms, and the editorial meetings and then gives a glance into the hi-tech printing press of the Times Group where lakhs of newspapers are printed every day.
The video continues with Sundaram surprising and delighting readers by getting onto a bicycle and distributing TOI to their houses. He then sits down to discuss some of the challenges and future of TOI and how TOI is trying to address the need of its readers in this era of fake news.
He talks about the credibility and authenticity of the news as well as the power of the printed word in the age of fake news. He also emphasised how TOI delivers curated news that can be consumed in 30 minutes every morning rather than scrolling through a deluge of digital news and information that may or may not be accurate.
Sundaram said, “It is understanding the whole magic in this– the back story of how so many people at clockwork precision come together every single day to make your morning paper come alive and prepare you for the day ahead. Because print is the final word on the most authentic and credible news.”