iWorld
Timesofindia.com partners with Twitter for elections
MUMBAI: Election 2014 is being hailed as one of the most important, not just in terms of election but also in terms of coverage. Saying so, the web portal of India’s biggest English newspaper The Times of India, timesofindia.com has tied up with social media platform Twitter for a unique integration named ‘Tweet to remember’.
Through this initiative, users will be reminded to vote on the voting day in the city. When a user tweets “@timesofindia [city name]” like “@Timesofindia Delhi”, they will be guided through a process that easily enables them to add the date for their vote to their calendar on their phone or desktop.
A social news hub has also been created in partnership with Twitter and Frrole that will leverage trend analysis and sentiment analysis via algorithmically filtered tweets to show current trends around candidates and parties. Community feedback is used as a source of news.
Speaking on these partnerships Times Internet CEO Satyan Gajwani said, “The social conversation is a new component in today’s news cycle. As a news outlet, Timesofindia.com is always looking for ways to bring new information and new value to its users. With social hub, we’re bringing a new perspective that hasn’t been readily visible before, and with ‘Tweet To Remember’, we hope to better enable the thriving democracy that powers India.”
Twitter India market director Rishi Jaitly commenting on the initiative said, “Twitter is the world’s leading mobile, real-time information network where users follow, share and experience content that is live, public and conversational. During this election season, the Twitter platform has become a vital source of daily information, conversation and communication for citizens and political leaders alike. We applaud Times Internet for innovating on our platform with “Tweet to Remember” and ensuring its audience can use Twitter to add its polling date and additional details to their calendars.”
iWorld
Print perfect OTTplay bowls a culture driven campaign
From penguins to passion the brand turns India Pakistan into print powered moment marketing.
MUMBAI: When cricket fever meets front-page ink, sparks are bound to fly. And as the latest India–Pakistan clash gripped the nation, OTTplay decided not just to ride the wave but to print it in bold.
In a move that blends real-time agility with old-school authority, OTTplay rolled out a specially curated print campaign amplified by the century-old legacy of the Hindustan Times network. The strategy is simple but sharp: take the speed of pop culture, anchor it in the credibility of print, and make a sporting spectacle feel even larger than life.
The campaign kicked off during the T20 build-up with a creative inspired by the viral “Penguin” moment that flooded social media timelines. Instead of letting the meme melt away, OTTplay spun it into a witty cricket hook, tying internet chatter directly to the anticipation around the high-voltage fixture. It was playful, timely and unmistakably plugged into the cultural pulse.
Then came the dramatic “U-turn” in the narrative around the India–Pakistan match. OTTplay responded in near real time, crafting a clever print execution that mirrored the emotional swing fans experienced. In doing so, the brand demonstrated that even a medium often seen as static can move at the speed of culture when the thinking is sharp enough.
With Valentine’s Day in sight, the narrative pivoted once again. This time, OTTplay reframed the rivalry through the lens of love and passion, turning cricket’s most intense contest into a metaphor for romance, intensity and emotional investment. The result is a campaign that speaks not only to die-hard cricket followers but to anyone who understands that some rivalries are just another form of love.
OTTplay co-founder and CEO Avinash Mudaliar summed it up succinctly, saying that the India–Pakistan match “isn’t just a game, it’s an emotion,” and that the campaign is about tapping into that emotion in real time. By leveraging the reach and trust of Hindustan Times, he noted, OTTplay has brought moment marketing into a space often perceived as static, turning print into a high-impact storytelling vehicle that marries credibility with cultural immediacy.
The medium choice is as telling as the message. In an era dominated by scrolls and swipes, OTTplay’s use of a 100-year-old print platform signals a deliberate blend of tradition and trend. The creatives are not just ads; they are front-page conversations, designed to stop readers mid-sip and mid-scroll.
As anticipation builds around the marquee showdown, OTTplay’s message is clear: don’t just watch the moment unfold, stream it. As India’s leading OTT aggregator, the platform offers access to more than 30 OTT services, including JioHotstar, Zee5, SonyLiv, Lionsgate Play and Aha, positioning itself as the gateway to the big game and the bigger story around it.
In a season where every ball counts and every headline matters, OTTplay has managed to do both bowl fast in culture and land squarely on the front page.
