The challenge

The Times of India, one of India’s leading and most respected newspapers, has always believed in not only informing but also engaging with its readers to bring about a positive change. So, for the launch of its Gurgaon supplement it wanted to take up a cause that was close to the hearts of the residents of the city.

The solution

India’s millennial city has skyscrapers that could match those of any metropolitan of the world. However, its roads are another story. Massive traffic snarls, potholes, cattle on the street and flooding during the monsoons make it a commuter’s nightmare.

The Times of India launched its Gurgaon supplement with a campaign that urged its readers to come up with solutions to combat this issue.

The result

Not only was the ‘Raasta kholo Gurgaon’ campaign well received but it also became the voice of the city’s residents. The momentum that this campaign created made the Minister of Roads and Transportation take notice and address the concerns.