1 year ago| article
Launches films conceptualised by Dentsu Aegis Network to spread awareness on its revived approach
Mar 09, 2022 11:58:00 AM | Article | Campaign India Team Share -
Hindustan, the Hindi news platform of HT Media Group, has announced a rebranded identity.
The revived identity gives stakeholders and readers a chance to integrate content from print to digital by scanning a QR code from a Hindustan newspaper.
In addition to QR codes, digital integrations such as social cards and photo galleries direct the readers to Hindustan’s digital platforms, to experience, engage and share editorial content.
Aiming to keep the millennial audience engaged, Hindustan has launched ‘pramukh paanch’ (important five) where readers get a 30-second snapshot of everything they need to know at a glance on the front page of the newspaper.
The revamp includes a new layout, masthead, font and tagline. The new tagline 'Bharosa naye hindustan ka' (trust of new India) reaffirms its 85-year long commitment to its readers and advertisers.
The revived design elements are conceptualised by Mario Garcia in partnership with the Hindustan team.
Conceptualised by Dentsu Aegis Network, the news media firm has also rolled out digital and print films.
The films have gone live from 9 March and are themed around the tagline 'Naya Hindustan padh bhi raha hoon, dekh bhi raha hoon' (I am reading the new Hindustan and also watching it).
The films showcase slice of life moments from different markets in India and how the new approach to Hindustan is also changing consumers' mindsets.
Shashi Shekhar, editor-in-chief, Hindustan, said, "As an instrument of change in the Hindi Heartland, at Hindustan, our endeavour has always been to understand the evolving news consumption habits of our audience, give them what they are seeking, and how they are seeking it. 'Bharosa naye hindustan ka' is a reaffirmation of our continued commitment to deliver credible and progressive journalism through this refreshed, digitally enhanced product to satiate the fast-paced, yet, in-depth media consumption habits of the millennials without alienating the older generation who are also fast adapting to the new ways of news consumption."
Samudra Bhattacharya, CEO – print, HT Media Group, said, "Many of the refreshed Hindustan brand and product enhancements are in response to intensive research studies, user data, and feedback from our readers and partners. Our marketing, insights, and editorial teams have worked tirelessly over the last few months and have completely revamped the content architecture to offer credible news and meaningful content to each of our key reader cohorts like millennials, working professionals, women, and families. As an instance, the addition of destinations like the new Hindustan is a result of the growing preference for content around career, lifestyle, and health amongst the readers of Hindi Hindustan. We are extremely excited about this new offering and are certain that this will raise the bar for the news industry in our country."
Rajeev Beotra, executive director, revenue, advertising and distribution, HT Media Group, said, “Hindustan offers an unparalleled integrated print reach of 50 million readers (according to IRS Q4 2019) to our advertisers in the Hindi Heartland; that, combined with the addition of close to 80 million on LiveHindustan.com visitors provides them with all-India access to Hindi Speakers. This Hindi belt is also the new epicentre of India’s rapidly growing consumption story, leading the growth and stealing a march away from the ‘saturated’ metro cities, making it imperative for marketers to address these consumers. Hindi Heartland has always been the centre of culture, transformation, and discourse on the matters of national importance, and in its revamped avatar, Hindustan is committed to scaling up its key thought leadership and education focused platforms like Shikhar Samagam, Purvoday, Olympiad, and many more, engaging our readers and partners."