The True story of how thousands of local readers welcomed the world's largest English daily into their homes. Kerala was the stronghold of local language dailies like the Malayala Manorama & The Mathrubhumi. And every other newspaper was treated like an outsider.Until Feb 01, 2012, when The Times Of India twisted local tradition to deliver the local news with extremely local delivery boys, drawing from ancient local folklore.The Times employed 108 Elephant Delivery Boys across 10 cities. 126 Boat Delivery Boys across 1500 kms of backwaters. And 180 Kalari Warrior Delivery Boys across the 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 Kerala edition of The Times Of India across the state, every morning on the streets, backwaters and mountain paths of Kerala.RESULTS:100000+ newspapers delivered on launch day.500000+ newspapers delivered in 07 days.Readership crosses 01 million in 30 days.

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 07 days.Readership crosses 1m in 30 days.