Objective
To create a deep, emotional connect with Chennai and make The Times of India the city’s newspaper. To deepen reader engagement and strengthen The Times of India’s connect with Chennai, positioning it not just as a newspaper in the city, but of the city.
The Idea
We wanted to make The Times of India sound like Chennai feels. So we coined an irreverent, homegrown expression that every Chennaite instantly identified with “Namma Chennai Chance-ey Illa” A phrase that means “Nothing can beat Chennai,” it became a rallying cry that celebrated the city’s unbeatable vibe and its people’s infectious pride.
The campaign captured the essence of Chennai across the year through multiple expressions: music, art, food, culture, talent, and heritage brought alive in both digital and real-world spaces.
The movement began with a rousing city anthem composed by Anirudh Ravichander, one of India’s most loved music directors. It then grew across print, outdoor, social media, events, and user-led initiatives that turned readers into storytellers and brand advocates.
Every phase of the campaign wasn’t just about showcasing the city. It was about celebrating the city together.
Imact
What started as a creative expression became a cultural phenomenon. ‘Namma Chennai Chance-ey Illa’ transformed from a one-time campaign into an emotion that still runs strong in the city’s heart.
Brand Recall & Preference
The campaign stood out as the most liked initiative in TOI’s 2019 brand track study, achieving high spontaneous recall and emotional affinity.
Readership Growth
TOI’s Chennai readership grew from 267,000 (2016–17) to 296,000, achieving a 50,000-reader lead over competition as per the Indian Readership Survey (IRS).
User-Generated Momentum
Over 40 million impressions, 25 million reach, and 16+ million video views across social media and counting
