Hindustan Times has entered the learning space with the launch of Studymate, its brand of tutorial centres focussed on students of Classes 9 to 12. To begin with, it has launched four centres in the NCR region and plans are afoot to launch a slew of such centres over time and geographies. Hindustan Times has partnered with MT Educare, one of the country’s largest learning brands, for this initiative.
Speaking to exchange4media, Swapan Seth, CEO, Equus Red Cell, said that the agency had been mandated to launch this initiative. He, however, declined to comment on the size of the business.
“The content pedigree of both brands is proven and lends a unique credibility in a space that is increasingly getting commoditised and losing its sharpness. This is the unique opportunity that lies ahead for Studymate. Concurrently, the brand is impregnated with a clutch of discriminators hitherto missing in the category and the consumer need basket,” Seth added.
He further said, “I think it is the scale and span of the opportunity that is of greater significance. Hindustan Times is a staggeringly large brand as is MT Educare’s undeniable reputation in the scholastic space. To be able to create a category clutter breaker brand with such rich lineage is a rare opportunity.”
Meanwhile, an integrated campaign has already been launched across various consumer footprints and touchpoints. The initial foray has been through print, but sources said that the brand would employ several out-of-the-box measures to carve a niche for itself.