industan Times is back in the news with a new rendition of the ‘It is time’ campaign. This time, too, the brand has taken up issues which are contextual and real life, which capture the way most people respond - be it in a traffic jam or in day-to-day life. A rolled up newspaper is used to deliver a ‘whack’ as a creative device to signify the required change in thought.

However, this time, the brand has picked up more civic and infrastructure issues, in line with its Mumbai First and Delhi First initiatives. While one TVC shows two men fighting in the middle of a road, the other one emphasises on saving electricity and water. Several other films are in the pipeline, which include more generic themes. ... more