THE TIMES OF INDIA was a late entrant into Chennai's newspaper market, and wanted to position itself as a catalyst for social change. It was necessary to generate new audiences by inviting the locals to participate in the news. Jallikatu, a 3500 year old controversial bull taming sport, was coming up for a hearing in The Supreme Court of India.

A divided case of Local Tradition versus Urban Activism. TOI spotted this opportunity to embed itself into the local culture and chose to bring this issue out of the courtrooms and into the online public space in the world's largest democracy.