WARC turns spotlight on Brand Activism in India; expands its team in India adgully.com - get the latest breaking news, showbiz & celebrity photos, sport news & rumours, viral videos and top stories from adgully.com Daily Mail and Mail on Sunday newspapers.
Over the years, The Times of India – the country’s leading newspaper – has been at the forefront of brand activism with its popular campaigns raising pertinent issues. Malcolm Raphael, senior vice-president and head – trade marketing, innovations, creative strategy – tells WARC more about this and initiatives like Teach India and Aman Ki Asha
How the credibility of print media is supporting advertisers.
10 Dec, 2020 - 04:34 PM IST | By Mansi Sharma
NEW DELHI: Newspapers in the developed world have long lost their sheen in the face of alternative media. Print businesses, both in terms of readership and ad revenues, continue to decline there. However, the scenario in India is quite different. Despite many challenges that loomed on the horizon for print players here, the media has only continued to grow and is expected to reach Rs 338 billion by 2021 (FICCI 2019 report).
It definitely wobbled on its feet a little in 2020 because of the pandemic and the speculations around papers being a carrier of the virus, but if experts are to be believed, things have started going back to pre-Covid days, both in terms of subscriptions and ad revenues. The prime reason: the credibility of print media.