Hindustan Times, Mumbai returned with its unique, popular and inclusive initiative on January 28 this year. Last year on 29 January 2011, Hindustan Times Mumbai created No TV Day and made the entire city come to a standstill. What started as an HT initiative became a people’s movement in Mumbai. That made Mumbai the only city in the world to have its own special day. Hindustan Times called upon Mumbai to switch off TV and be open to the immense possibilities that their relationships and the city had to offer.
Says Ajay Dang, Marketing Head (West and South), Hindustan Times, “Very few times does an initiative by a brand/ newspaper becomes a people’s movement. Hindustan Times has added an important day in the calendar of Mumbai when the city pauses and takes time to reconnect to important relationships be it family and friends or the city that we call home.”
To drive the message, TV OFF. MUMBAI ON, Mudra Max-OOH planned and executed an effective OOH media campaign for No TV Day (NTD)beginning 13 Jan 2012.The agency deployed a wide mix of OOH media namely Billboards, Gantries, BQS, DBQS, Pole kiosks, Inside train branding, Bus back/side panels, station branding & Domestic Airport branding.
Mandeep Malhotra, President, Mudra Max (OOH, Retail, Experiential), “NO TV DAY is an annual property built by HT and we required to create a history connecting the brand with Mumbaikars. Our aim was to establish a property better and louder than the last year’s campaign. In a city dominated by competitors, it was an indispensable task to keep Mumbai ‘On’ for a quality life. We along with HT, a leading national daily of India delivered the message effectively and took OOHfrom the position of a reminder medium to a call for action platform.”
Considering the growing population preferring air travel these days, a few interesting media vehicles inside domestic terminals (cutouts on conveyer belts & standees at strategic locations) were deployed.
To break through the clutter, Mudra Max -OOH executed a couple of innovations at marquee sites in Mumbai (Juhu Koliwada & Mahim Causeway).
Innovation 1: This was executed at Mahim Causeway (one of the important congregation points for vehicular traffic in Mumbai), the idea was to create the NTD facebook homepage on a billboard. The way one updates one’s status, likewise there was a daily change in the status & the number of growing facebook fans on the billboard. The status updated continued was for 5 days as a build up towards No TV Day.
Innovation 2: This was executed at Juhu Koliwada / Juhu Tara Road (one of main arterial roads of Mumbai), since the core essence of NTD is TV OFF, MUMBAI ON, this execution tried to bring that alive on a billboard by showing a father – son having fun in a park. Father pushing the swing, while the kid enjoys being on it & the copy read as ‘TV OFF, FUN ON’. The swinging movement on the billboard caught a lot of attention & was really talked about.
Like last year Hindustan Times organized a plethora of activities on Jan 28,encouraging Mumbaiites to step out of their homes and explore the citythey love with their family and friends.The activities ranged from school painting competition attended by around 34000 children with their parents, helicopter rides, and exclusive discount deals at more than 400 outlets in the city, heritage rides, dance workshops and many others.
Across the city around 250 housing societies registered for the No TV Day Best Society contest. A city specific treasure hunt was organized across three zones in Mumbai (western suburbs, Navi Mumbai and South Mumbai). While 1300 participants raced against time to reach the finishing point, 3 winners were selected in each zone. The engagement with Mumbai was sustained in the social media spaceas well with the HT Mumbai No TV Day Facebook page and a special microsite. In just 3 weeks, 1.5 lakh new fans were added to the No TV Day Facebook community taking the total strength to 2.5 lakh fans.The Facebook page also generated 6.5 million unique impressions and was the among the top branded Facebook pages in India in terms of engagement. On Jan 28th, the strong buzz about the initiative resulted in No TV Day featuring among the top trending topics nationally on Twitter.
There were various partners who joined in this initiative. These include organizations like Railways, Prince of Wales museum, MTDC, over 300 schools….etcand brands like Surf Excel, Toyota, Lays, Micro Technologies and Scrabble.