Paul Writer launches Innovative Marketer Dialogue, 
Video interview series with CMOs highlights marketing best practices
Rahul Kansal
Executive President
Bennett, Coleman and Co. Ltd. (Times Group)
On Multi-channel marketing program and their synergies …
For Times of India, most of our campaigns are not about what we as a newspaper have done, like addition of two more pages, changed our edition to all color or launched a new section/column. All our campaigns are stories that concern readers out there. It’s mainly about Times of India and how we are enabling and creating a platform where people are united by a certain interest whether it is the desire to see political reform in the country, the desire to see a more toll free Guragon highway or even a much light hearted desire for instance, to find an easier way to go to nightclubs etc.
“It’s mainly about Times of India and how we are enabling and creating a platform where people are united by a certain interest whether it is the desire to see political reform in the country, the desire to see a more toll free Guragon highway or even a much light hearted desire for instance, to find an easier way to go to nightclubs etc. ”
Basically our newspaper is about creating platforms where readers can come together and share their opinions, vent their anger etc. To that extent social media is becoming a corner stone of our own communication. We use offline media to create a high degree of stature and buzz for the campaign but we find that most of the engagement happens online. Thus, social media is becoming more and more central to our organization.
