I grew up in the sixties in Madras (as it used to be called in those days) and I like everyone else in the city grew up on “The Hindu”. It was said half jokingly and half seriously that the easiest way to create chaos in the lives of Tamils like me, was to replace our morning cup of coffee (that we drank in steel tumblers] with a mug of tea, and replace our morning paper with something else! Our whole day would go for a six, or so we believed. I am certain too that Bengalis were similarly attached to ‘The Statesman’, people from Delhi to ‘The Hindustan Times’ and people from Bombay were avid readers of the ‘Times of India’. While all these newspapers continue to attract readers and be important in their lives. Watch video in link below
Video link: http://wp.me/p7PtNj-1nO
the Times of India has moved to a completely new orbit. It has become a brand that has become the envy of not only the rest of India, but the world as well. What makes the old lady from Boribunder” as the paper used to be referred to the dominant force that it has become? Let me try to analyze its success as someone who is passionate about brands and branding.The Bombay Times and Journal of Commerce as it was originally called, was renamed the Times of India in 1861. Even as brands struggle to remain young and contemporary. The newspaper, like Coke and Pepsi has managed to remain relevant to generation of readers, and perhaps its greatest strength has been its ability to attract young readers. Of course, at the risk of boring you to death, I can tell you that India is a young country and the brands that crack the youth market will rake in the big bucks as the newspaper has done with desperate ease, year after year. The Times of India is a brand for the young.