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HT City and Sunsilk launch the Salon Guide

03-May-2002
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HT City and Sunsilk launch the Salon Guide

Minita Kumar

HT City and Sunsilk hit it off together with the launch of their HT City-Sunsilk SALON GUIDE Delhi today at the French Embassy. The guide boasts of months of effort by HT City, to bring to it readers, an assessment of beauty salons all over Delhi. Priced at Rs.125 and available at all major news stands, the guide, with the help of consultant Jawed Habib, helps well healed consumers put your best look forward.

Apart from Delhi''s area wise listing and appraisal of Salons, it has sections like ''''The Perfect Cut'''', ''''Colour Me Wild'''', ''''Beauty, Off The Shelf'''' etc., where Jawed Habib shares his secrets on haircuts and hairstyles.

The Salon Guide would be aggressively promoted via print ads by HT City following its launch in Delhi. It seems that HT City is keen to use innovation and the visibility to get more advertisers. The recent Nescafe series of ''''Nescafe Jump Starter of The Week'''', for example, is another innovative media campaign that breaks the clutter.

The Salon Guide seems to be a interesting move by Hindustan Times to get TV heavy Levers to shell out some money for print vehicle. What is to be seen now is that with 10,000 copies in print, what kind of a response does the Salon Guide get and what leverage does Sunsilk and HT City get out of this innovation. Hindustan Levers and Nescafe`, both have been using TV as their primary medium and both have recently added more to their print allocations. Will this start off a new trend. Lets wait and watch as things unfold.

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