Navbharat Times (NBT), the Hindi daily from the stable of Bennett Coleman & Co. has awarded its creative duties to Ogilvy & Mather, New Delhi. Confirming the news to exchange4media, the brand said that it was in talks with O&M and there wasn’t any multi-agency pitch behind this win.
The account size couldn’t be ascertained at the time of filing the report. This win might open up several avenues for O&M in future.
Recently, NBT launched its new edition from Lucknow that is focussed on Lucknow City and Greater Lucknow, which is a Rs 200 cr+ advertising market. This was NBT’s fourth edition after Delhi, Delhi & NCR and Mumbai.
The agency has worked on the Lucknow launch campaign which consists of print, OOH and radio spots. The brand and editorial focus is summed up in the campaign – ‘Pehle Aap’...for NBT the reader will always come first.
The launch campaign was centred on the thought of ‘Pehle Aap’ – which is central to the Lucknawi ethos. However, the interpretation is that for all change to happen it is the individual, the citizen who has to take the first step (pehle aap) and NBT will provide various platforms through the newspaper, social media and on-ground events for the reader to do just that. For NBT also it is this citizen or the reader who is always foremost.
Launched on the April 3, 1947, NBT is one of the largest read Hindi newspaper of Delhi and Mumbai. It was the first Hindi national newspaper those days with editions in Kolkata, Lucknow, Patna and Jaipur.