Bachpan Gully, An initiative by The Times of India (V 2015-16 sponsored by Tata Power)

Bachpan Gully, An initiative by The Times of India (V 2015-16 sponsored by Tata Power)

Bennett Coleman & Co. Ltd.

Gurgaon, India

Category Print Readership or Engagement

Overview of this campaign

The objective of the campaign was to create an idea that resonates with its readers, cuts across generations and touches people’s lives in a unique way.

The aim was to create an onground platform where the readers could be engaged with in a qualitative manner over an activity they’d love to be a part of

An engagement activity that touches people hearts, gives them a happy time, creates high recall for brand TOI and increases readership through the multiplier effect.

Bachpan Gully was created:

  • To create a platform where parents and children can come together
  • To encourage parents to make time for their children in today’s busy times
  • To create awareness and promote the importance of free outdoor play
  • To revive the forgotten games and write interesting content that catches reader’s attention
  • To let people revel in the feeling of nostalgia and remember that TOI has been a constant companion for most of them since their childhood and for so many years

Results for this campaign

  • The campaign unfolded with an onground event that had all the games from yesteryears such as pithoo, stapoo, kancha, vish-amrit, tyre race, chore police, cycling, slingshot etc.
  • A total of 14000 plus children and 15000 plus parents walked the memory lane at Bachpan Gully event
  • Huge WOM and ‘Bachpan Gully’ becoming part of common lingo among prospect brands and readers
  • People of all age groups, old and young were seen bonding over innocent games
  • Print, Radio, Delhi Times employed to garner attendance.
  • 12 ads in TOI, 12 post event reports in Delhi Times & 9160 secs of airtime on Radio Mirchi
  • TOI supported the subject & published 6 edit stories on the imp of free play & children parent bonding to create awareness & promote bonding
  •  Each print ad reached 6.3 lakhs & each radio spot reached 35 Lakhs
  • Performers & artists volunteered for kids- Drummers, Theater artists, Zumba & Aerobics experts
  • A profitable venture with over 50% profitability that is being continued in current year with fresh sponsorship


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