Hindi daily Hindustan embarked on a consumer connect initiative in Agra, themed as ‘Jaago Agra’, on October 21, 2010. Supported heavily through a high decibel 360 degree communication plan, the campaign employed some interesting on-ground activations to ensure high interest and recall.
An innovative leg of the campaign involved performance of street plays in key areas of the city. The street plays used black humour and lyrical dialogues to introduce the issues of concern and make residents of Agra more aware of the situations that surround them.
Commenting on the success of the activity, Amit Chopra, CEO, Hindustan Media Ventures Ltd, said, “The successful launch of ‘Jaago Agra’ just goes on to prove Hindustan’s mettle and the kind of high octane impact we are capable of creating. Hindustan will continue to empower its readers through such initiatives and pick up issues that no other newspapers dare tackle.”
The newspaper claimed that it had shaken up the entire city with its breaking story on the nexus between the 3 Bs of real estate – that is, Builders, Brokers and Banks. The inaugural issue was claimed to have met with good response and the editorial team was flooded with phone calls, emails and feedback forms.
The campaign, with a strong thrust on editorial, aimed to expose the underbelly of the real estate in Agra city. From ensuring awareness of the problems to having proper channels to solicit citizen response – in terms of actual issues faced and taking them to the concerned authorities, and providing legal and financial advice, Hindustan is aiming to go the distance to empower its readers.