Campaign India Team
Sep 09, 2013

HT hits ‘refresh’ button; says 'Let's Make News Better'

Campaign created by Lowe Lintas and Partners to straddle print, OOH, radio, cinema and digital

HT hits ‘refresh’ button; says 'Let's Make News Better'

HT Media’s flagship English daily Hindustan Times has re-launched itself in a ‘refresh’ed avatar beginning 9 September. Besides design changes, new features and editorial initiatives, the paper has announced a brand campaign themed ‘Let’s Make News Better’ created by Lowe Lintas and Partners. The campaign will be driven by a mix of print, cinema, radio, outdoor and digital.

Rajiv Verma, CEO, HT Media, said, “In this ever-changing world, the newspaper has, over the years, continued to be the most trusted medium. Readers rely on the written word and strongly believe in the power of newspapers - from changing governments to lighting up dark streets. Hindustan Times has always been one of the most credible newspapers in India and has remained a paper for the people and of the people. The ‘Let’s Make News Better’ campaign is a statement of our vision, and is aimed at joining hands with our readers and impacting change around us.”

Among new introductions is Page One Plus, a tear-away on top of the front page that provides a snapshot of content - from top news and a ‘Quick Edit’, to ‘news-you-can-use’ around the city like events, movies and TV shows.

Sanjoy Narayan, editor-in-chief, Hindustan Times, said, “We’ve introduced several brand new features, a few design changes and planned a number of special editorial initiatives. All of these have been done keeping our readers in mind. The new Hindustan Times will be a reflection of our relentless commitment to inform, analyse and explain. It will tirelessly work to make our readers’ lives better. We will pull out all stops to make our cities better; we will take up the issues that matter the most, pose tough questions to the administrators and drive resolution of our biggest problems.”

Shantanu Bhanja, business head and VP-marketing, HT Media, added, “Research clearly confirms that our readers’ needs from the newspaper category are different from what they were, let’s say, even two years back. As younger readers come into the fold and older readers also increasingly access multiple sources of news and infotainment, the challenge is to strengthen affinity towards the newspaper, make their time spent most productive, and, of course, add more readers. In product terms, this refresh - through elements like the Page One Plus and HT Active - aims to do exactly this. Also, as a news brand, we continuously keep our finger on the pulse of our readers - and we know that today, they expect their newspaper to not just report news, but to take on their problems, and actively work with them to effect the change that they want to see.”  

The daily has added printing capacity, and will offer new advertising opportunities with Page One Plus and more innovation windows including its AR platform HT Active, informed an official statement.

Campaign India

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