In 2012, the Times of India Group launched only their second regional newspaper in the last 50 years after Navbharat Times. Bengal has a huge heritage of culture and music, and we positioned ‘Ei Samay’ (Today’s Times) as the daily read for a new generation of readers who are proud of the past, but keen to create their own mark in time. For the launch film, we got together the remnants of India’s first rock band ‘Mohiner Ghoraguli’ (1974) and five subsequent bands who inherited the baton of folk-rock, added to the genre, and made it into their own in the 21st century. The launch film has been made like a music video and is directed by noted filmmaker Sujoy Ghosh. The attitude of the brand from the very outset has helped ‘Ei Samay’ become the second largest Bengali newspaper in eastern India.