The Brief

Kerala was the stronghold of local language dailies like the Malayala Manorama & The Mathrubhumi. And every other language newspaper was treated like an outsider. The Times Of India was entering this almost forbidden market for non locals and seeking out new readers and recruiting new subscribers. It was important to connect with the locals and gain entry into their homes where many family members could actually read in the English language but never ventured out to subscribe to an English newspaper.

Describe how the promotion developed from concept to implementation

It was time to twist local tradition and deliver local news in the English Language 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 hill country. Local Loudspeakers, Postcards, Posters, Press ads & Radio spots announced the phone number to call for home delivery anywhere in Kerala and The Times of India was home delivered, every morning to the target audience, reaching out directly to urban and rural homes across the state.

Describe the success of the promotion with both client and consumer including some quantifiable results

THE OUTSIDER BECAME A WELCOME INSIDER : 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. RECORDED RESULTS: 100000+ newspapers home delivered on launch day. 500000+ newspapers home delivered in 07 days. Cumulative Readership in Kerala crosses 01 million in 30 days.

Explain why the method of promotion was most relevant to the product or service

The Times Promoted Local Culture : While every other newspaper employed regular delivery boys on cycles, The Times went much further and reached out to every potential home in the state with a phone number for direct home delivery. 1. Elephants who elevated traditional festivals by visiting homes only to bless people, were delivering newspapers door to door. 2. Kalari warriors, who historically delivered messages of war and peace across the several mountain kingdoms in this region, were home delivering newspapers. 3. Boatmen who traditionally transported people on the backwaters, were bringing home the newspaper and hot morning tea.