Agnello Dias and Santosh Padhi, co-founders and creative directors of Taproot India, are the creative force behind the campaign. The film has been written by Dias, directed by Vikash Naulakha and produced by Prithvi Raj Luthra of Native Films. The music in the TVC is by Samiruddin.

Talking to afaqs!, Dias says, "If you look around, you will see a huge change in the way people look and groom themselves, compared to how they used to a decade back. A common man will wear a fake Tommy Hilfiger but he will make sure he sports that brand. A salesman in a showroom looks far more presentable than he used to before. Not all of this is because of the newspaper but there has been an upward shift in people's tastes."

"The sense of good style and aesthetics appeals to everybody. And since The Times of India is a newspaper for the city, I thought of dramatising this idea a bit more. Bombay Times is a very visual paper. And I wanted the film to be visual as well," Dias adds.

The multi-media campaign will be spread across television, supported by print, radio, outdoor and online promotions. Lodestar UM is handling the media mandate.

Talking further about the campaign, Gupta adds, "This is a campaign that can be pulled out and used anytime. It is a very generic positioning of Bombay Times."

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