The Trust of India, a Times of India marketing campaign, has won a silver medal at the 13th Indian Digital Marketing Awards 2022 by e4m (ExchangeFor Media) in the category Best Campaign: Online Advertising and Digital Direct Response.
The Trust of India was launched in 2021 after a study released in June 2021 by Reuters Institute for the Study of Journalism in Oxford University showed The Times of India to be the most trusted news brand in India across print, television and digital. In its annual report of 2022, released recently, readers once again named The Times of India as their most trusted source of news and information.
To celebrate readers’ recognition of the hard work reporters and editors across The Times of India’s 55 editions put in day after day, The Trust of India campaign showcased the newspaper’s vanguard position in protecting readers’ interests for the last 183 years and counting. It also highlighted TOI’s pathbreaking coverage on numerous issues — 26/11, the stents scam, capitation fees scam, ‘Coalgate’, the Kumbh Covid tests scam, the Harshad Mehta scam, and the sustained coverage to ensure justice for Nirbhaya and Jessica Lall — to name a few.
Another popular feature of the campaign was the contest that reran classic Common Man cartoons made by the legendary R K Laxman, which still retained a contemporary flavour, and invited readers to tell us why they still remained relevant. There was a separate contest for children inviting them to write fresh captions for classic Common Man cartoons.