The Times Of India Design & Branding A YEAR IN THE LIFE OF CHENNAI by J. Walter Thompson Chennai

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Industry Business equipment & services, Corporate Image
Media Design & Branding
Market India
Agency J. Walter Thompson Chennai
Art Director Jeff Emmanuel
Copywriter Senthil Kumar, Arthanari Shanmugavel Abhijit Kundu Sunil Antony Joseph Pratap Arjun Nalapat Selvan Ross Abhijit Mallick Sameet Soni Jeffrey Emmanuel Nakul Talgeri
Account Supervisor Harish Naidu
Released April 2009

Credits & Description

Category: Posters
Advertiser: BENNETT, COLEMAN & CO.
Product/Service: THE TIMES OF INDIA
Date of First Appearance: Apr 14 2009 12:00AM
Entrant Company: JWT INDIA, Mumbai, INDIA
Executive Creative Director: Senthil Kumar (JWT India)
Creative Director/Art Director: Karthik Sekhar (JWT India)
Copywriter: Senthil Kumar (JWT India)
Copywriter: Arjun Nalapat (JWT India)
Account Supervisor: Harish Naidu (JWT India)
Digital Artist: Sivakumar Chinnaswamy (JWT India)
Set Designer: Karthik Ramachandran (JWT India)
Creative Director/Art Director: PK Prasad (JWT India)
Art Director: Jeff Emmanuel (JWT India)
Digital Artist: AP Basker (JWT India)
Media placement: Newsposter : Temple - Across Chennai - 14 April 2009
Media placement: Newsposter : Tide - Across Chennai - 15th April 2009
Media placement: Newsposter : Flyover - Across Chennai - 16th April 2009

Describe the challenges and key objectives
One year since it's launch in Chennai, The Times of India had rapidly assumed the position of Chennai's favourite English Daily. But it needed to cement itself as the only English Daily that truly reflected Chennai and its people.

Describe the brief from the client
On The Times of India’s 2nd anniversary, the English Daily wished to celebrate Chennai and everything that makes it unique, connecting with the hearts of its proud people.

Describe how you arrived at the final design
Every night as the sun goes down a million moons come out as Chennai is transformed into the city of serial lights. We worked with several serial light artists and their daily imagery and carried out nightly shoots across the Chennai, for ninety nights, capturing this unique visual language of the city. The work featured Frames from Four Nights of Pongal O Pongal, Nine Nights of Navarathri, Three nights of Deepavali, Thirty Nights of Karthikai, Thirty Nights of Ramzan at the Thousand lights mosque, several Nights of Feasts and Christmas at over a thousand Churches in Chennai.

Give some indication of how successful the outcome was in the market
The Times of India brought the night in the city of serial lights alive, with over 2,600+ unique serial light installations across the city, capturing the dance of the gods, the plays of politics and the frenzy of shopping. The brand resonated with the pride of a million Chennaiites across the city, reinforcing its position as an intrinsic part of Chennai and its people.