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Eye on larger share, HT Media announces launch of a re-vamped Hindustan

31-May-2008
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Eye on larger share, HT Media announces launch of a re-vamped Hindustan

Close on the heels of an intensive ad campaign, HT Media Ltd has announced the launch of its revamped Hindi daily, Hindustan. The fastest growing Hindi daily, as per the latest IRS data, the revamped Hindustan is eyeing a bigger share of the Hindi daily market.

The daily offers its readers all the vital information and news delivering its brand promise of ‘Hindustan gets you prepared’. The price of the revamped Hindustan remains unchanged at Rs 3 and Rs 3.50, depending on the market it is selling in.

Nilanjan Shome, Chief Marketing Officer, HT Media Ltd, said, “With the recent market surveys of the Indian media suggesting that Hindi is the medium of instruction for more than 50 per cent of the Indian population, Hindustan decided to re-work its positioning and target this extensive market. To be able to cater to the growing young global Indian population, the newspaper has undergone a complete re-engineering in the terms of its content, design and presentation, thereby becoming a more contemporary, distinctive and avant-garde product, offering an evolved and enhanced component to its readers. Part of this marketing strategy also means expanding in newer areas where readership was not earlier available.”

A television commercial, conceptualised and created by O&M to support the brand’s revamp campaign, is scheduled to break on June 1. Set in a small town of India, the TVC is reflective of the dreams and aspirations of the youth there and captures the ‘Hindustan gets you prepared’ promise. The story is brought alive through a motivational jingle created by the O&M team, with special inputs from Piyush Pandey, Executive Chairman & National Creative Director, O&M.

With the help of the Maxus, Hindustan has put together a 360-degree surround-plan in addition to the TVC, covering radio, outdoor and print, spread across Bihar, Jharkhand, Uttar Pradesh and Chandigarh. A series of on-ground programmes would also be launched from June.

Meanwhile, the daily is expanding its presence. After the launch of its Chandigarh and Dehradun editions in April and May, respectively, this year, Hindustan will now slated to launch in Allahabad in June.

Also read:

Preparing the youth for a recharged Hindustan

‘Hindustan is a powerful idea whose time has now come’

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