The Times of India Group in furthering their innovative adverts launched the campaign ‘Plantation through Newspaper’ wherein Basil or Tulsi seeds were glued into the newspaper during printing in the Times of India, Hyderabad edition on June 5, 2016 and Nav Bharat Times, Lucknow edition on June 4, 2016. Readers could tear out and directly plant the newspaper stripsin pot for the plant to germinate. Basil seeds were selected on the basis of scientific insight received from the Central Institute of Medicinal & Aromatic Plant, Lucknow.