| Title | PHIREY ESHO |
| Brand | BENNETT, COLEMAN AND COMPANY LIMITED |
| Product / Service | PUBLICATION |
| Category | C06. Long-term Strategy |
| Entrant | BENNETT COLEMAN & CO. LTD. Kolkata, INDIA |
| Idea Creation | BENNETT COLEMAN & CO. LTD. Kolkata, INDIA |
| Name | Company | Position |
|---|---|---|
| Kaustuv Chatterjee | Bennett Coleman and Co. Ltd. | Head of TOI Langauges |
| Debadyuti Karan | Benett Coleman and Co. Ltd. | Project Lead |
| Pinaki Bhattacharya | Wunderman Thompson, India | Strategy and planning |
| Bhavana Dogra | Wunderman Thompson, India | Account management |
| Anujit Roy | Wunderman Thompson, India | Creative (art) |
| Binoy Sarkar | Wunderman Thompson, India | Creative (copy) |
| Sanat Sinha | Wunderman Thompson, India | Strategy and planning |
When it came to news, Kolkata, the capital city of the Indian state of West Bengal, was spoilt for choice. Homegrown English stalwart, The Telegraph, from the house of Kolkata-headquartered Anandbazar Patrika group, along with The Statesman, held dominion over the market. After 17 years of struggle, the Times of India (TOI), India’s largest read English daily, became Kolkata’s leading English daily (Source: Indian Readership Survey or IRS, 2000-2017). However, the newspaper was still not considered the local boy among Kolkatans. The brief was to creatively sustain TOI’s market leadership. Our objectives: •Grow circulation (number of newspapers sold), extending the lead on the competition. •Raise top of mind awareness for TOI amongst the youth, a key demographic, who were digital natives and largely avoided print papers. •Prove the power of TOI to drive effective advertising engagement – Setting an ambitious 6% rate of engagement against an industry average of 3-4%