The leading English newspaper in India debuted in Kerala state. After Tamil Nadu, Times of India (TOI) eyed Kerala state for their Malayalam edition. So, Times of India will become the first all Kerala English news paper. Mathrubumi, the popular news paper in Kerala would tie- up with times group, and do release its first edition from February 1st onwards. TOI Kerala print campaign features Elephants, boatmen and kalari warriors

Kerala – the land of one of the most prosperous cultures in human history – offers a multi- ethnic outlook to its guests. While the Times Of India is a global brand in terms of readership and attitude, they are hyperlocal in their sensitivities and culltural connect. On the first day of the publication’s launch, 1 February, at 6 am, 300 newspapers were handed over per elephant / boatman in bundles of 50 each, which were hung on back of the elephant and then the elephant guided by its mahout moved to the nearest residential areas to deliver the TOI newspapers, house to house.

The images are highlighted in classic black and white form to create authentic Keralam. These postcards are shared on Facebook, where users can tag, share and send it to their friends. The Times Kerala Home Delivery postcards are available at Post Offices, Newspaper stores and newsagents shops in Kerala.

As part of this, initially the leading English news paper comes with 10 local edition; Thiruvananthapuram, Kollam, Allapuzha, Kottayam, Ernakulam, Thrissur, Palakkad, Malappuram, Kozhikode and Kannur. So you will get, not only latest news across the world but also fresh news from your own beloved state.

Mathrubumi the No 2 Malayalam news paper will be providing the printing and distribution facility to Times group. Through this tie-up Mathrubhumi will get the advantage of an old and trusted name like TOI at the national level

Creative Ad Team

Agency: JWT India

National creative director: Senthil Kumar

Writers: Senthil Kumar, James Mani and Arjun Nalapat

Art directors: Suresh PV, Sreekumar Lakshman, Abhijit Mallik and George Abraham

Strategic planner and Insight Miner: Susan Mathen

Photographers: Rajesh Khan AR and Senthil Kumar

Digital Artists: Raviraj Patil, Saidutt Kini, Harikumar K and Abhinandan

Account management: Sujay Sriram