The Mumbai market has never been bereft of any action in terms of new entrants in the print segment, and the New Year has given them an excuse to make more noise and release some interesting messages. Both Hindustan Times and DNA have been continuously active, now it’s Mumbai Mirror’s turn to up the ante.
The HT change campaign utilises the New Year to the ‘T’, flaunting the headline ‘This New Year change an old habit… Change to Hindustan Times’. The campaign has been carried across print, outdoor and radio. In addition to this, HT Change Poll everyday seeks an opinion poll from the readers on the one habit some of the popular personalities should give up in 2006.
Speaking on the expectations from the campaign, an HT spokesperson said, “Having amassed half a million readers in Mumbai in less than six months of its launch, the campaign intends to make a statement that HT has arrived and is gradually consolidating its position, and that the reader has much to look forward to in 2006.” The campaign has been designed by O&M.
Speaking further on the objective of the campaign, Piyush Pandey, Chairman and NCD, O&M said, “Hindustan Times is a stimulating paper and the campaign is intended to make a statement to the discerning readers of Mumbai – not to accept a view point blindly and seek a fresh perspective. The campaign reinforces the importance of change to the reader to break the monotony of an old habit. The idea is to look at life in a new perspective and in a new light, also the thought behind the ‘Let there be light’ campaign.”
Meanwhile, the DNA campaign at present revolves around the supplement, ‘After Hrs’, but the publication has a major activity planned for January 1, 2005.
“We have a very interesting campaign that will drive home the point that we are the clear number two player in the city,” said Suresh Balakrishnan, Marketing Head, DNA. He added, “It is a generic campaign on the brand itself and embodies the typical DNA kind of attitude – the tongue-in-cheek, fun kind of communication.” The campaign, too, would be seen across print and outdoor.
Mumbai Mirror, which is still continuing with the “sampling exercise” of being given with the Times of India, has embarked on the ‘Get Hooked’ campaign. Giving a macro picture here, Bhaskar Das, Brand Director, Mumbai Mirror, elaborated, “If you look at the sequencing of communication from the launch phase to sectional promotion like Buzz or the ‘Party with Mirror’ to the current ‘Get Hooked’ campaign – the method on the madness is that you have to continuously project the multifaceted function which enriches the experience of the paper.”
He asserted that Mumbai Mirror, due to its sampling exercise, was already present with the readers, “They are in any case experiencing the product, but there is a need to continuously attract new readers.”
On being questioned about how much longer the sampling exercise would continue, Das said, “Every marketing initiative is a part of a strategic architecture. We don’t have any immediate plans to change it, and it really cannot be ascertained for how long we will continue with it.”
He further said, “Our brand-track studies reveal that there is a robust acceptance of Mumbai Mirror and people are seeing this as a complimentary offer as opposed to a free newspaper in terms of both format and content.”
The Mumbai Mirror campaign also comprises an audio visual created by Prasoon Pandey, which is playing in theatres at present.