Lowe Lintas has created two new TVCs for the Hindustan Times. While the ads continue the thought of the newspaper encouraging people to pause and reflect, through the medium of a whack on the head with the rolled-up newspaper, this new campaign addresses new city-centric issues. Amer Jaleel, national creative director of Lowe Lintas, said, “This time around, we’ve tried to capture the mood of a city – it’s about the ‘tu tu main main’ that typically goes on, where everyone has a point of view and the point of view of the city gets ignored.”
In ‘Wastage’, when a father whacks his daughter on the head with the newspaper for leaving the AC on, she gets to reprimand him for letting water run from the tap. In 'Traffic’, a local vendor has to step in when a taxi driver and a car driver get into a fight.
Shantanu Bhanja, head of marketing at Hindustan Times, said, “While the first round of the campaign was about establishing the new positioning of the paper, we’re now moving on to taking on issues. Through our initiatives like Mumbai First, Delhi First and Gurgaon First, we’re addressing civic and infrastructure issues that are core to the residents of a city and this campaign urges them to take action because we all have a role to play.” Soon, the newspaper also plans to turn the spotlight on the upcoming Commonwealth Games in the capital. “’My Delhi, My Games’ will involve school and college students and volunteers, to not only get the citizens of Delhi ready for the games, but proud of it as well,” he said.
Chairman & Chief Creative Officer: R Balki
National Creative Director: Amer Jaleel
Delhi creative head: A Suspi
Vice President: Tanul Bhartiya
Creative Director: Shayondeep Pal & Harpal Singh
Brand Services Director: Shiv Sagar
Brand Services Manager: Abhinav Deodhar