Case Study Report.

Case Study On Digital
Marketing
About Times Of India
The Times of India (also known by its abbreviation TOI)

is an Indian English-language daily newspaper and
digital news media owned and managed by The Times
Group . It is the third-largest newspaper in India by
circulation and largest selling English-language daily in
the world. It is the oldest English-language newspaper
in India, and the second-oldest Indian newspaper still
in circulation, with its first edition published in 1838. It
is nicknamed as "The Old Lady of Bori Bunder", and is
an Indian "newspaper of record".
Near the beginning of the 20th century, Lord Curzon,

the Viceroy of India, called The Times of India "the
leading paper in Asia". In 1991, the BNC ranked The
Times of India among the world's six best newspapers.
It is owned and published by Bennett, Coleman & Co.
Ltd. (B.C.C.L.), which is owned by the Sahu Jain family.
In the Brand Trust Report India study 2019, The Times
of India was rated as the most trusted English
newspapers. Reuters rated The Times of India as
India's most trusted media news brand in a survey.
Newspaper and E – Papers
Many sections of ‘The Times of India‘ such as national

news, international news, science and technology, etc.,
are at the brain of information. The Times of India offer
a lot of added value not only to those who are
preparing for various competitive exams, but also to
anyone who is interested in getting a real perspective
on what’s going on around him or her.
It’s the worlds largest newspaper with a strong brand

image. With its large circulation channels this daily
newspaper has captured the media strongly providing
all kinds of news to the readers. It has a wide
circulation of around 4 million and 300,000 copies
which is the largest for any English daily newspaper in
the world leaving its tough competitors like Economic
Times and The-Hindu behind.
How is Digital Marketing done at
TIMES OF INDIA
Promotion campaign Or Social campaign is another

marketing strategy which is used by The Times of India.
Promotional campaigns are very important for
expanding the scope of the newspapers worldwide.
Giving the readers discounted offers provides for more
promotions of the newspaper.
● For example Times of India collaborated with HDFC

bank to launch a new program which is called the times
card. These promotions helps to create brand
awareness and Customer Familiarity that reinforces
the brand presence all across the nation.
● TOI has successfully placed itself as the national

newspaper of the country with regional editions spread
over different states. This offline circulation is
completed by the strong online presence that the
company has launched through its E paper domain.
● Their marketing strategy is quite different from other

newspapers. They have moved away from functional,
circulation-based advertising promises. They are now
attempting to strike an emotional chord with their
audience. They’ve employed a range of emotions, from
harsh reality to laughter, from a slice of life creative to
those honouring a typical day in the life of an Indian.
The common thread has been a distinct ‘True to India’
approach. Their campaigns drive to impact every
Indians life.
Digital Marketing: Campaigns By

Times Group
Times of India is the daily newspaper brand that is

known in every household in India.But sadly it has
been Seen as a struggling newspaper Daily having more
robust digital new platforms emerge.
The new digital marketing campaign by The Times of
India has been ranking up emotions attached to the
print newspapers in every household.
The campaign that was run was named as #newspaper
mornings. It was narrated in the voice of famous lyricist
Gulzar, to the audience in the form of a short film that
also featured his poem. The film conveys the message
that the brand wants to reinstate in the hearts of its
consumers, and “some relationships never change”.
The film weaves an emotional aspect of the presence
of newspapers in a lives, with the morning cup of chai,
the first the thirst for a piece of new and unknown
information as well as to be a part of the intense
debate.
The campaign film collected 22 million views and
above in a matter of a week over the social and digital
platforms where it was shared.
Campaigns by Times Group
Another campaign launched by the Times group is

#WantMyPaper.
● The Times group stresses the importance of

newspapers to help establish accountability and
through incisive reportage. Unlike the digital media,
newspapers do not ration news categories for people
by placing filters, they place daily information spanning
multiple genres directly in the hands of the readers,
providing them with the opportunity to be informed
without virtual barriers or preference-based
censorship.
● The Times group has launched ‘want my paper’

campaign to empower Indians to reclaim news
authenticity by availing the trustworthy daily
newspaper.
● The campaign consist of sharing posters on social
media and the creation of a portal called
wantmypaper.com, asking readers to fill a form to get
newspapers delivered to them. The users can choose
between offerings such as the Times of India, the
economic Times, Pune mirror, etc.
● Director – Times of India said,“ newspapers are the

guardians of democracy – they keep the public well-
informed about the important goings on, and help
shape public opinion on key ongoing issues of national
interest. Our #WantMyPaper campaign is Aimed at
nudging are ardent readers about what they are
missing out without their trusted newspaper in their
hands.”
Digital Marketing: Social Media
Social media is a digital outlet through which people

receive news items, so it is a natural extension of a
daily newspaper. And as one can guess, Times of India
uses social media in the same spirit. It uses the various
social media platforms to share news items with its
fans and to keep them informed about the things that
happened around the world.
1. Times of India on Facebook: TOI has over 28.5 lakh

fans on Facebook, of which around 1.5 lakhs are
actively engaged with the page. The main reason
behind this is the nature and frequency of updates
made on the page. Updates from TOI on Facebook
take up a good deal of screen space, as it is
composed of an image with the gist of the news.
2. Times of India on Twitter: On Twitter, TOI has

above 8.76,00,00 fans, which is a fairly large
number. The newspaper is pretty active here, and
it keeps the feed busy with multiple updates every
hour. This is not a set pattern of hourly updates, it
depends upon the volume of incoming news.
3. Times of India on Google: Times of India is also

present on Google + and like the two platforms
above, TOI has a big fan base here as well. It has
more than 3.17 lakh fans, which is a decent
number for the platform.
Conclusion
● Social media is a natural extension of a

publishing company like Times of India. Facebook,
Twitter, Google plus, etc are just a separate set of
outlets for the newspaper to reach out to its
audience with the news items.
● Times of India has done a commendable job on

this front, and its huge list of fans speak of its
engagement. But as a leader in this category, the
brand should have gone beyond that and used the
platform for occasional direct brand building
exercises as well.
● But ,There is no denying that by sharing the kind

of news it covers -Times of India has given the
taste of its brand to its potential Customers.
● News in India is Basically discussion worthy and

times of India seems to have leveraged this fact
very well on social media.
● On the whole, Times of India has done a good

job of cementing its social presence, but it still has
to take it to a collaborative level. Times of India on
social media works more like a News sharing
engine rather than community evangelist , who
are advocating and motivating users to be
participative. There are very few newspapers with
the kind of reach Times of India has in the print
space and the social reach.

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Case Study On Digital

The Times of India (also known by its abbreviation TOI)

Near the beginning of the 20th century, Lord Curzon,

Many sections of ‘The Times of India‘ such as national

It’s the worlds largest newspaper with a strong brand

Promotion campaign Or Social campaign is another

● For example Times of India collaborated with HDFC

● TOI has successfully placed itself as the national

● Their marketing strategy is quite different from other

Digital Marketing: Campaigns By

Times of India is the daily newspaper brand that is

Campaigns by Times Group

Another campaign launched by the Times group is

● The Times group stresses the importance of

● The Times group has launched ‘want my paper’

● Director – Times of India said,“ newspapers are the

Digital Marketing: Social Media

Social media is a digital outlet through which people

1. Times of India on Facebook: TOI has over 28.5 lakh

2. Times of India on Twitter: On Twitter, TOI has

3. Times of India on Google: Times of India is also

● Social media is a natural extension of a

● Times of India has done a commendable job on

● But ,There is no denying that by sharing the kind

● News in India is Basically discussion worthy and

● On the whole, Times of India has done a good

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