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BCCL launches online campaign Day.in to increase reader engagement for TOI

by Satrajit Sen

Bennett Coleman & Company Limited (BCCL), publisher of The Times of India, has launched Day.in, an online campaign that invites every Indian to capture a day in the life of India through a photo, video, cartoon, joke or anything the makes feel India, India. According to BCCL, the campaign is expected to drive lots of engagement for TOI readers and also generate some high-quality content which Indians all over the world would love to watch and read.

by Satrajit Sen

Bennett Coleman & Company Limited (BCCL), publisher of The Times of India, has launched Day.in, an online campaign that invites every Indian to capture a day in the life of India through a photo, video, cartoon, joke or anything the makes feel India, India. According to BCCL, the campaign is expected to drive lots of engagement for TOI readers and also generate some high-quality content which Indians all over the world would love to watch and read.

Launched on February 3, 2011, the campaign will run for around two months with entries coming in by March 15, which will be followed by 2 to 3 weeks of judging and announcements of winners. The best entries could win cash prizes of up to Rs 5 lakh. Besides, a lot of the good work will also be showcased in The Times of India, Times Now, Zoom and Radio Mirchi. BCCL expects this campaign to continue to run on a long term basis – with new sub themes and contests around the larger idea.

BCCL has roped in a panel of judges for judging the entries submitted on Day.in. Judges for videos include Agnello Dias and Raju Hirani. Photographs would be judged by Raghu Rai, and chief photographers of The Times of India. For jokes and anecdotes, Vir Das has been brought in and cartoons would be judged by Ajit Ninan, Neelabh and Salam.

Speaking about the campaign, Rahul Kansal, chief marketing officer, BCCL, told AlooTechie, “We wanted to dramatically raise the level of reader engagement and interactivity for The Times of India by offering a platform so wide that anyone can come aboard. In the process, we also want our newspaper to come across as a brand with a finger on the pulse of this multi-cultural entity called India.”

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