Hindustan Times has begun its communication with the readers, with specific focus on the Mumbai market. The marketing campaign that began last week will be carried across multiple mediums. It will continue till the launch of HT's Mumbai edition, which according to the industry sources is scheduled for July 2005.
Hindustan Times' actions in the Mumbai market has been a lot more muted than what forthcoming rival venture Daily News & Analysis (DNA) has been doing. Nonetheless, the paper sure is in action, not only on a direct basis with the readers in the form of consumer research, but now also backed with a multimedia campaign.
The on-going campaign is designed by O&M. MindShare Delhi is taking care of the media duties of the paper. The objective is to create awareness around Hindustan Times itself and the entry in the Mumbai market. The campaign's tag-line is 'Let there be Light'.
There are three different radio creatives designed and three TVCs created. These ads try to communicate futile and forced reportage in the news market today and the intention of HT to be the paper of the informed people. The ads well qualify for a generic HT communication, except for the last frame, which says 'Coming soon to Mumbai'.
Apart from Mumbai, the campaign has rolled out in all the markets that Hindustan Times has a presence like Delhi and other northern markets. HT has also rolled out print ads in India Today and Outlook and other small magazines. In Mumbai, the outdoor is all set to break soon in key Mumbai locations. The communication will continue until the paper launches.
As reported earlier, the paper has already gone on-ground and is speaking to the readers encouraging them to subscribe to the paper, ensuring them of a July launch. The marketing campaign however, doesn't promise a launch date.
At the time of filing the story, HT officials were not available for comments.