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Tag: Pune Times

  • Pune Times joins hands with the Pune Police to launch the ‘City Safe’ app, as part of #MakeMyCitySafe initiative

    Pune Times joins hands with the Pune Police to launch the ‘City Safe’ app, as part of #MakeMyCitySafe initiative

    MUMBAI: Pune Times, city supplement of leading media house, The Times of India, has joined hands with Pune Police to support an initiative for women’s safety in the city. Pune Times has launched its campaign #MakeMyCitySafe as a big shout out to the youth of Pune to come together to make the city safer for everyone. This campaign will also be promoting the new City Safe app by Pune Police, through which the user can signal a SOS when in distress. The key highlight of the app is that it doesn’t require an active internet connection and aims to serve as an important tool in ensuring that one always feel safe in the city. Pune Times has stepped in to raise awareness surrounding women’s safety and spread the word about the app with its 360 degree approach.

    Pune Times has initiated conversations in the city by using the campaign hashtag – #MakeMyCitySafe – to shed light on the high-priority issue of women’s safety. Driving conversations across the city dwellers, Pune Times will reach out to the youth across the city, engaging in college debates, capturing video messages from public figures in the city, dignitaries and police authorities, which will be shared across social media platforms. Videos teaching self-defence to women will also be created in partnership with Pune Police to ensure that they are aware about the immediate steps to be taken to protect themselves.

    Speaking about the initiative, Brand TOI, Director, Sanjeev Bhargava said, A smart city needs to be safe city too. With more millennials and women in the workforce, it is important that one feels safe always – in office, while traveling, and even in late hours.  As the leading newspaper of the city, we feel our participation in this effort is essential. We are proud to partner with Pune Police to promote their City Safe app. It will enable the Puneites to always have a direct line to the Pune Police. Through multiple initiative in print and digital, we will engage the readers to share their feedback on safety issues and drive awareness on using technology and the app to make the city safer.”    

    Speaking about the partnership, Pune City Police Commissioner Rashmi Shukla said, “We are proud to associate ourselves with Pune Times to highlight the need of the hour – women’s safety in the city. We believe our City Safe app will be important in enabling youngsters feel safer and alert police immediately in case of trouble. It is a matter of utmost importance to us and we are taking a 360-degree approach to ensure that the message and gravity of this issue is communicated to every individual in the city. Together, we can make our city safer for all of us. Do join in the campaign and spread the message.”    

    Pune Times will take things a step ahead with on-ground activities in colleges as well as an engaging social media campaign to reach out to millennials in the city and inform them about the initiative. The messaging is being amplified through hoardings across key locations and traffic junctions in the city. The city’s police will support the campaign by sporting jackets with branding.    

  • Xrbia’s teaser campaign sells destination

    MUMBAI: Real estate company XRBIA Developers has launched the teaser campaign for its upcoming project by the same name.

    The campaign has been conceptualised by creative agency Ideas@work and the objective of the campaign is to promote ‘XRBIA as a country.’ The strategic marketing consultancy on the campaign was GroupM’s agency mConsult.

    As part of the concept to further this objective, the teaser campaign is made to look like a tourism advertising/promotion, inviting people to explore a new destination. To make it seem authentic and pique the audience’s curiosity, the campaign also uses the line ‘Visa on Arrival’ as a finishing touch.

    The idea draws inspiration from the etymology of the word Xrbia. The name of the project is derived from the word ‘exurb’ which denotes a location on the outskirts of a city. In keeping with the name’s origin, Xrbia Developers plans to focus the current and future projects at locales on the outskirts of the bustling cities.

    The campaign consists of a 360 degree campaign to reach the target audience and create maximum retention of the brand name and associations. For this purpose, the agency created content across TV, print, radio and digital medium in order to promote the brand and position XRBIA as an idyllic country.

    As part of the print leg of the campaign, the brand issued ads in publications like The Economic Times, Mumbai Mirror, Pune Times and Gujarat Samachar. On the online front, Xrbia featured on travel portals like Make my trip and Yatra apart from the usual mass reach portals like Yahoo, Google, YouTube and Facebook.

    The TVC was created to highlight a new place where people can lead a peaceful, laughter filled and stress free life and have a community of their own wherein they welcome their guests with warmth and affection.

    In case of radio, the campaign took the interactive route and held contests running for three days on different aspects of the Xrbian Life like food, music, nightlife etc. where people participated to win vouchers if they could guess correctly amongst the options given.

    The campaign received an encouraging response with 27,000 Facebook likes and enquires about the project. “Many of the Interactions were about people asking where the new country was, some asking if it was a rebranding campaign by Serbia, some even applying for a job in the country. The high amount of interaction with the page content just helped reinforce the success of the campaign,” said an official statement.