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The Innovation Lab will work with brands and agencies to create innovative solutions in print

by NATIVE CONTENT Published - Mar 28, 2023 1:48 PM | 2 min read

Times of India is known for its pioneering spirit and has been the torchbearer for print innovations in the country. From a French window to a talking or 3D newspaper to unique use of content, the innovation team at TOI has always managed to create exciting options for brands to create impact and get talked about.

All this happens in what is now branded as Times Innovation Lab, a collaborative space where diverse minds come together to create the next big innovation idea.

The Innovation Lab will work with brands and agencies to create innovative solutions in print, designed to meet specific brand objectives and enhance the effectiveness of a campaign.

"We are thrilled to formally launch Times Innovation Lab and continue our commitment to driving innovation in the print industry," said Malcolm Raphael, Senior Vice President, Times Response. "As one of India's leading media companies, we understand the importance of staying ahead of the curve and providing our clients with ideas that not just use the latest printing technologies, but also integrate available technologies to enhance a consumers engagement with an ad and bring alive a brands promise in the best way possible.

Lets have a look at some recent innovations in The Times Group publications:

Rocket Boys 2 Archival Jacket: Recreating history with this iconic innovation, Sony Liv launched the second season of the hit series Rocket Boys using a jacket ad that replicated the front page from The Times of India marking an important milestone in Indias journey of progress. This was the second time that the OTT platform used this innovation, following the launch of the first season of the show.

OnePlus 3D Vantage: OnePlus decided to make the unboxing experience for its new OnePlus 11 truly out-of-the-box with a unique Front Vantage innovation with 3D effect that immediately grabbed reader attention and made for a more immersive introduction to the latest phone as they turned the page and revealed the contents of the sleek red box.

Hyundai Augmented Reality Innovation: A futuristic innovation for a futuristic brand, Hyundais ad came alive upon scanning the QR code, allowing the readers to view and interact with Spot, the cutting-edge robot right on top of their newspaper.

If you have a brand brief requiring customised solutions or if you are a technology/gadget provider looking to collaborate with us, then please write to timesresponse@timesgroup.com.

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Times Innovation Lab: Its where all the magic happens - Exchange4Media