ne fine morning last fortnight, the city of Chennai suddenly woke to multi-storied buildings, buses, auto-rickshaws, and taxis wrapped in newsprint. There were giant vinyl boats on the river and giant paper planes at the airports - all made of newspapers. The streets were full of cheerleaders - the men dressed in veshti and thundu (wraparound and cloth) and women in nine yards of newspaper content. The newsprint asked - Next Change?

It was a teaser campaign to announce the launch of the Chennai edition of The Times of India on Tamil New Year Day - April 14. The campaign was handled by JWT, with Senthil Kumar as the executive creative director. The creative team comprised of Shiv Parameswaran, Ravindran Solomon, Prasad Premkumar, Paras Johar, Mark Manuel, Prem Vishwanath, Vasanth Joshua, Jeff Emmanuel, Puja S, Arjun Nalapat, Gopinath K and Mayun S. All of it under the observation of JWT�s chief creative officer, Agnello Dias. Account management was handled by Anita Gupta, Raghavan, Vijay Menon and Lavanya. ... more