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Preparing the youth for a recharged Hindustan

Preparing the youth for a recharged Hindustan

Author | Pallavi Goorha | Monday, May 05,2008 8:11 AM

Preparing the youth for a recharged Hindustan

Hindustan, the Hindi daily from HT Media which recently unveiled its new campaign, is now ready with its new TVC to reinforce the message ‘Ab Hindustan ki baari hai’. The TVC is breaking across all news and entertainment channels on May 5. O&M is the creative agency behind the campaign.

Elaborating on the campaign, Ajay Gahlaut, Creative Head, Ogilvy Delhi, said, “With this film, the brand re-launches itself with a powerful thought ‘Ab Hindustan ki baari hai. Kya poori tayyari hai?’. This campaign defines the entire concept of ‘tayyari’, the most important ingredient for success, highlighting the pivotal role Hindustan plays in getting the youth of India ready for a brighter future.”

He further said, “The brief we got from Hindustan was to create a TVC depicting the aspirations of the youth in the Hindi belt. The TVC targets the ‘young Indians’ from smaller towns of the country and communicates the brand message in a determined ‘we will do it’ voice.”

The TVC narrates the story of two friends who have big dreams of becoming a pilot and a captain of a ship, symbolised by the paper airplane and boat that they play with. As time passes by and they grow older, they develop a relationship with the newspaper (Hindustan) that gradually guides them towards their goals. While one of the friends joins the Indian Navy in pursuit of his goal, while the other becomes a pilot. Years later, they bump into each other at an airport lounge and share their achievements. There they see a child fly a paper plane, bringing back old memories and dreams, and the two friends embrace each other fondly.

Music plays an important part in the TVC, which has been composed by Mumbai-based composer Ram Sampath. The music is contemporary and upbeat, yet retains the earthy elements crucial to depicting the real India. The TVC has been directed by veteran filmmaker Pradeep Sarkar.

“‘Hindustan ki baari hai. Kya poori tayyari hai?’ is driven through radio, print and outdoor executions along the same messaging. Targeting the young Indians who live in various parts of India, the campaign reassures them of the bright future that awaits them and introduces Hindustan as the guiding star that would take them there,” Gahlaut explained.

He added, “The basic message that we have tried to convey is ‘are we ready to go and achieve our goals and aspirations?’ The youth from the Hindi belt is equally charged.”

Also see:

‘Hindustan is a powerful idea whose time has now come’

Tags: e4m

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