Social Marketing: Times of India's 'Teach India' Campaign


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Case Details:

Case Code : MKTG251
Case Length : 20 Pages
Period : 2007-2010
Pub Date : 2010
Teaching Note :Not Available
Organization : Times of India
Industry : Newspaper
Countries : India

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Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Excerpts

About Times of India

The TOI is a reputed English-language daily newspaper in India. It was launched on November 3, 1838, in Mumbai by a British syndicate as 'Bombay Times and Journal of Commerce'. In 1859, the Bombay Times and Journal of Commerce was merged with the Bombay Standard and Chronicle of Western India to form the Bombay Times & Standard...

Earlier Campaigns

During the mid-1990s, TOI was criticized for promoting 'yellow journalism' by sensationalizing news, exaggerating news events, promoting its own brands, plagiarism, etc. Critics charged that in a bid to improve its circulation, TOI was concentrating on efforts like introducing colored pages, celebrity articles, and film-related news rather than taking care of the deteriorating quality of its content...

The 'Teach India' Campaign

Although the idea to launch the campaign was initiated in 2007, it took four months for TOI to develop the Teach India program. The campaign was launched on July 6, 2008. It was divided into two phases...

Results

According to the Times Group, the 'Teach India' campaign created a lot of buzz and within three weeks of the program being launched in July 2008, a total of 88,710 people had responded. Of these, 55,035 applied for the program...

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