The Times of India Group known for it's many brands, most notably the best selling English newspaper in the world, sought a visionary for their brand new Times of India Film Awards global platform, also known as TOIFA .
Design+Strategy, (a Toronto-based international design agency) was their go-to guy to help realize the TOIFA vision and brand. Raja, being both a Bollywood buff and of Indian origin, was honoured by the opportunity to work with The Times of India, a group that has been around since 1838 spanning generations.
Originally meeting the challenge of naming, logo and trophy design, Raja was later retained as Creative Director of Marketing for TOIFA out of Toronto where he oversees branding elements like brand tone, slogans, captions, and advertising.
On January 22nd, 2013, Raja Sandhu was invited by British Columbia Premier, Christy Clark to Vancouver where an international spectacle of a press conference was held. The official unveiling of TOIFA and the trophy took place midway to the sounds of 'oohs' and 'ahhs' by dignitaries and entertainment industry giants, including famous film director, Karan Johar. A similar event occurred the following week in Mumbai headed by Indian film superstar, Shahrukh Khan on January 29th where he stated " It's a beautiful trophy. And I will be proud to win one, whenever."