Hindustan Times, along with Hindustan and Fever FM, has launched a campaign for the Commonwealth Games 2010, called ‘I Love Delhi: My Delhi My Games’. Shantanu Bhanja, VP - Marketing, HT Media Ltd, shares more on this special brand initiative with exchange4media.
Lowe Lintas is the creative agency behind this campaign, which is currently underway and will intensify as the date for the Games draws closer.
According to Bhanja, “The CWG is the biggest festival that Delhiites have and hence, it calls for a celebration. Gone are the times when Delhi was cribbing about the lackluster work en-route to the CWG. Now is the time to celebrate and feel proud.”
Hindustan Times is currently carrying out an editorial series on the Games, which focuses on Delhi’s preparations for the sporting extravaganza and on sports in general. The campaign also seeks to motivate and fortify sports other than cricket. The next level of this campaign will see the group going to schools and colleges to help build a positive platform with the youth.
Diptakirti Chaudhuri, AVP - Marketing, HT Media Ltd said that they would carry out a series of initiatives on the way to CWG and connect with various levels of Delhiites. “Our aim is to connect and unite with the people of Delhi. This obviously gives our brand an impetus too, but our main objective is to celebrate the Games. CWG is going to be a part of Delhi for years to come. Positive association gives positive results in the long run,” he added.
Earlier, on June 23, a day before the 100-day countdown to the Commonwealth Games began, Delhi Chief Minister Sheila Dikshit had asserted that the Capital was ready to host even the Olympic Games. She was speaking at the HT Conclave to mark the Games countdown and to launch the ‘I Love Delhi: My Delhi My Games’ initiative. Sharing her confidence and the stage were Union Urban Development Minister Jaipal Reddy and Indian Olympic Association (IOA) chief Suresh Kalmadi.
Dikshit further said that the success of the Games depended on the people of the city. “This is where HT’s ‘My Delhi My Games’ slogan will help. It is not just for the Government, but for also the people to take care and rise to the occasion,” she concluded.