In India, news is best consumed in the mother tongue for the vast majority of population.

In 2012, the Times of India Group decided to launch its own colourful, vibrant version of Bengali news, a paper named ‘Ei Samay’ (Modern Times).

This would be the Group’s second major regional newspaper launch in the past 50 years history of BCCL, after the launch of Navbharat Times.

Tailor helped the client launch the newspaper with the brand positioning line ‘Ei Samay, Amar Samay’ (These times, Our times).

The launch involved an integrated to media including a 90-second launch TVC, newspaper campaign, outdoor campaign, viral videos and radio spots.

The idea was to position the brand as an important influencer for the contemporary Bengali reader, who has inherited strong cultural values, and is looking to take the baton of progress forward in a world driven by information.

The launch film itself is a music video, which uses the metaphor of Bengali folk-rock. It brings together six iconic folk-rock bands from the past 30 years, and celebrates how each generation has taken forward Bengali folk-rock.

The launch film is directed by Sujoy Ghosh and the music has been written and composed by Anupam Roy.