A drive against incessant honking of horns on roads was carried by Lokmat Media across Maharashtra. The objective of the campaign, Horn Bajane Ki Bimari (HBKB), was to educate about the ill effects of honking which is adversely affecting the physical and mental health of people.
A novel method was followed to create curiosity about the initiative. A week-long teaser campaign was run across medium posing questions such as “Are you suffering from HBKB?”, “Have you got yourself treated for HBKB?”, “Stop the spread of HBKB”, etc.
The message of the campaign was then revealed after a few days on different platforms. Lokmat Group Publications carried a two-page innovative jacket to tell people what HBKB stands for, how it affects health and consequences if left unchecked.
“We have created a bond with our readers. By championing such a cause, we will have their support. This in turn will lead to image enhancement – which is a byproduct not the goal,” said Mandir Tendolkar, Vice President – Marketing, Lokmat Media.
Lokmat promoted this campaign using multi-media platforms, taking it outdoor with (Bright Outdoor), radio (Radio Mirchi) and TV (IBN Lokmat). Digital properties such as Lokmat.com, Lokmat on Facebook and ‘milokmat’ on Twitter were used to ensure the drive was more penetrative and effective.
“Our Facebook page has a loyal fan base which is increasing by the day. We leveraged this property to communicate about our initiative. Word spread at a quick pace with this medium,” he added.