Execution

The Times Of India was entering Kerala, a forbidden market for non local language papers and seeking out new readers in the state. And It was time to twist local tradition and deliver the local news with unexpected local delivery boys, drawing from ancient local folklore. The Times employed 108 Elephant Delivery Boys across 10 cities, 126 Boat Delivery Boys across 1500 kms of backwaters and 180 Kalari Warrior Delivery Boys across hilly terrain in the state. Local Loudspeakers, Postcards, Posters, Press ads & Radio spots announced the phone number to call for home delivery anywhere in Kerala and the deliberately different delivery boys, delivered The Times Of India, every morning to the target audience, reaching out directly to urban and rural homes across the state. GOD'S OWN DELIVERY BOYS: Elephants who elevated traditional festivals by visiting homes only to bless people, were delivering daily newspapers door to door. Kalari warriors, who historically delivered messages of war and peace across the several mountain kingdoms in this region, were home delivering newspapers. Boatmen who traditionaly transported people and goods on the backwaters, were bringing home the newspaper and hot morning tea. The True story of how thousands of local readers welcomed the world's largest English daily into their homes. Waking up to God's Own Delivery Boys became a much anticipated event every morning in the various localities generating phenomenal word of mouth, local pr and the much desired local acceptance for The Times of India.