It was time to twist local tradition and deliver local news with unexpected local delivery boys, drawing on ancient local folklore. The Times employed 108 Elephant Delivery Boys across 10 cities, 126 Boat Delivery Boys across 1,500km of backwaters and 180 Kalari Warrior Delivery Boys across hill country.Local Loudspeakers, Postcards, Posters, Press ads & Radio spots announced the phone number to call for home delivery anywhere in Kerala and the deliberately different delivery boys delivered the The Times Of India, every morning to the target audience, reaching out directly to urban and rural homes across the state.

The true story of how thousands of local readers welcomed the world's largest English daily into their homes. Waking up to God's Own Delivery Boys became a much anticipated event every morning in the various localities, generating phenomenal word of mouth, local PR and the much desired local acceptance for The Times of India.

Recorded results:100,000+ newspapers delivered on launch day.500,000+ newspapers delivered in 7 days.Readership crosses 1m in 30 days.