It is Time
Hindustan Times
Challenge:
Hindustan Times, Indian 2nd largest English daily needed to regain relevance and restore its emotional bond with its readers.
Solution:
Redefining the role of a newspaper- from merely telling news to catalyzing change. We defined ‘Social Inertia’ as the key obstacle that we as a brand would seek to overcome through an important youth insight- that youth believe change is needed in simple things all around us, and they want that change now. This call for change was articulated in three simple words: ‘It is time’.
Results:
In Delhi, Hindustan Times not only drew equal with, but surpassed TOI. In Mumbai, a TOI dominated market; Hindustan Times grew faster than any other newspaper.
( In Mumbai, HT surpassed both TOI as well as DNA in terms of readership preference post campaign In Delhi, HT closed the gap to TOI in terms of awareness & readership and surpassed TOI in terms of readership preference amongst dual readers post campaign. ( Mint Top of Mind Survey- Most Liked Ad, October ‘09 Mint Top of Mind Survey- 100% scores on likeability, believability & enjoyment Campaign India Pick of the Fortnight, September ‘09
