The Times of India is finding innovative ways to create quality advertising that captures the voice and culture of the people. Times of India CEO Ravi Dhariwal presented several examples of commercials the Times of India has used to promote the unique ideas that go into the publication. Times of India President Arunabh Das Sharma went through the steps of the innovative ways they are redefining their news brand, some of which include maximising their advertising with the inclusion of fragrant advertisements and attaching samples of products to the paper. These innovations increase profit margins and market share as well as build loyalty and repeat business. Shrijeet Mishra, COO of Times of India, said India is a great land of opportunity because entrepreneurs are racing to the top. He said the Times of India is capitalizing on this by partnering with entrepreneurs and first-time advertisers with its innovative advertising method called ‘brand capital. It’s success has made the method a keystone of their business model.
“I completely agree that if we ourselves, aren’t able to sex it up, it’s very hard for us to go and demand the sort of premiums and rates that we need from advertisers.” - Arunabh Das Sharma
“So, broadly speaking, innovations do not happen by chance.” - Arunabh Das Sharma
- Times of India is using creative television advertising to promote their product as a people-centric publication.
- Arunabh Das Sharma discussed the innovative strategies the Times of India is using in their publication such as a colored paper edition, fragrant paper edition and storage for product samples.
- Shrijeet Mishra discussed how they make Times of India an attractive prospect for advertisers by opening new opportunities for these clients inside the market of India’s commerce. He also presented the measures to which their efforts have been effective.
- Mishra said ‘brand capital’ has helped make print relevant and appealing in a way that is highly useful and profitable.
INMA President and CEO of Times of India Ravi Dhariwal comments on the state of the industry-wide print/digital convergence.
President of the Times of India, Arunabh Das Sharma, discusses the increased incorporation of digital media in India.
Ravi Dhariwal is CEO of The Times of India. He is also the current INMA president. He is responsible for The Times of India’s publishing business and also advises shareholders on strategic issues. Previously, he worked for Unilever in the Sales and Marketing Department before joining PepsiCo where he helped to set up the business in India and later became the head of the beverage business.
Shrijeet Mishra is the chief operating officer at the Times of India, the world’s largest English-language newspaper with a circulation of more than 4.6 million. Mishra previously served as the executive director of foods for Hindustan Unilever and a chairman for Unilever Napal. During his stint with the company, Mishra launched several new brands and helped create new categories. The principal ones amongst these include Lifebuoy Liquid and Gold, Ponds and Vaseline Body Lotions.
Arunabh Das Sharma, is the of president, BCCL. He is also a part of the board of BCCL. Sharma has about two decades of experience. He started his career as area sales manager in ITC in 1993. After three years, he moved on to Coca-Cola as brand manager. After about two years, in 1997, he shifted to Glaxo SmithKline Consumer Healthcare as marketing manager. Subsequently, he shifted to Intercept Technologies as CEO in 2000. After a year, Sharma moved to Goodyear India as director, marketing and export sales. He has worked at Whirlpool for about six years, before joining BCCL in 2011.
In celebrating 175 years of publication, The Times of India does not indicate any signs of slowing. As the country’s future shows significant growth around them, the organisation looks to revolutionise the advertising world.
“To us, building the Times of India brand is the holy grail,” said Ravi Dhariwal, president of INMA World and CEO of The Times.
Circulation at the newspaper is up to 4.6 million copies and the brand is bigger it has been in the past.
India’s unique culture encourages people to work together, Dhariwal said. He used several Times of India commercial advertisements as examples, one of which describing an India whose history is turning a page into an era where “it’s time to fly.”
This idea is not only important to the development of The Times of India’s company, but to the country itself.
“The Times of India ... it is totally synonymous with India,” he said.
The goal is to create waves in advertising strategy that will reverberate internationally.
Arunabh Das Sharmas, president of The Times of India, discusses the publication’s approach to innovation and its search for creative developments in advertisement that will allow the company to capture the voice of the people.
He recognises that innovation helps to increase margins, but there is a process to its development: “Broadly speaking, innovations do not happen by chance,” Das Sharma said.
The Times of India implemented new ad features, including attaching commercial samples and fold-out ads to the newspaper. Innovations like these, Das Sharma said, draw consumers to the featured product, which builds loyalty between publications and advertisers.
“I’d say we probably convert 80 to 90% of our ‘what ifs’ into real action,” Das Sharma said, discussing the Times of India’s creative ad ventures.
India, as a land of entrepreneurs high on innovation, provides the perfect setting to continue the Times of India’s focus on creative and effective ad campaigns, according to Shrijeet Mishra, chief operating officer of the news media company.
“Making the impossible possible is the motto of this team,” Mishra said.
By partnering with entrepreneurs and first-time advertisers with its innovative advertising method called “brand capital,” the company’s marketing plan focuses on making print attractive — a method that Das Sharma believes is necessary for the future of the publication:
“If we ourselves aren’t able to sex it up, it’s very hard for us to go and demand the sort of premiums and rates that we need from advertisers.”