Hindustan Times has been celebrating the 100th birthday of New Delhi all year round under the ‘I Love Delhi’ campaign, an initiative aimed at increasing reader engagement through a theme.
Shantanu Bhanja, Vice President – Marketing, Hindustan Times, said, “Every year, we have a theme for the initiative and this year, what else could it be except the centenary of the Capital.”
The birthday celebrations kicked-off with an editorial series, which was done at regular intervals throughout the year. One of the highlights of this series was the ‘100 Icons of Delhi’, a listing of 100 buildings and institutions that defines New Delhi as we know it today. In addition to the editorial series, Hindustan Times also organised a series of special events under the ‘I love Delhi’ platform.
Hindustan Times has also initiated an innovative, outdoor campaign around Delhi-NCR. Sites have been decorated with red and blue balloons, wishing Delhi on its 100th birthday.
The high point of this initiative will be on December 15, 2011, the day when the foundation stone of New Delhi was laid that paved the way for the metropolis to develop. On that day, Hindustan Times will organise ‘Conclave,’ an event that will focus on the future of the city. To mark the occasion, Delhi’s prominent citizens will come and share their vision for Delhi over the next 100 years. On the occasion, Delhi Chief Minister Sheila Dikshit will release a coffee-table book capturing New Delhi’s 100-year journey.
Some of the major initiatives undertaken include:
• Paint a Wall: Children of more than 60 schools participated in an inter-school painting competition.
• Design a T-shirt for Delhi Contest: More than 23,000 designs were submitted, of which five were chosen, made into T-shirts and retailed through various outlet chains.
• Delhi 100 Film Festival: Five films based on Delhi were screened in PVR Rivoli. Actors and directors of these films – Soha Ali Khan, Rakeysh Om Prakash Mehra, Dibaker Banerjee, Myra, Rajshree Ojha, , Maneesh Sharma and Rajkumar Gupta – interacted with HT readers and watched the film with the audience.
• Delhi 100 InQuizitive: Delhi’s largest inter-school quiz with more than 6,000 children attending the event.
• Delhi 100 Food Festival: 50 of Delhi’s best restaurants dedicated a special dish of theirs to Delhi and priced at Rs.100 for everyone to sample. Participants included Indian Accent, Karim’s, Khan Chacha, Chor Bizarre, TLR and many more.
• Daily 100 Reader Contest: A 70-day contest which claimed to have generated more than seven lakh responses through daily SMSes and 100 winners got prizes every day.