In the last post regarding Onida i talked about Relaunches and Revamps and today i came across another revamp campaign by Hindustan Times.
IT IS TIME.
Its different, i must say.There are four TV ads and a print ad.
The TV ads :
For videos go to http://www.facebook.com/hindustantimes?v=app_2392950137
The campaign hits you right on the head,literally !.I really enjoyed the ads and found them to be quite relevant,meaningful and interesting.
Just yesterday i watched the movie Y.M.I.(Yeh Mera India) which touches the core issues of india and today i watched these HT ads which try do the same but in a more crisp manner.This made me like these ads even more.
These ads ask you questions.e.g.The first ad on better journalism asks question to all the aaj taks,india tvs and 24×7 channels who have made journalism a joke for getting more eye balls on their news channels.Not ears to listen,not brains to think, but just the eyes to see their channel for vulgar display of bad journalism for the sake of TRPs.
The third swine flu ad is not only hilarious but also has a lot more to say regarding us,the Indians.
After seeing the fourth ad,in which the guy praises China for making a Sea Link of double the size in 3-4 months, I hung my head in shame.Not because i felt inferior to China but because i was also among those people who actually made such comments when the sea link was inaugurated.
All four ads would touch different people in different ways.Obviously it would do HT a lot of good( i hope it does).As per the Indian Readership Survey (IRS) 2009 R1 data, released by the Members Research User’s Council on May 8, Hindustan Times is the top publication in Delhi, while The Times of India is the top publication in Mumbai. When it comes to the publication that showed growth in Mumbai, DNA is on top. TOI shows the maximum decline among the top five English dailies.(For more IRS details click here)
The Hindustan Times not only needs to maintain its numero uno position in Delhi but also rise in Mumbai where TOI is already on decline.
So this might just be the campaign for HT which places them among top read dailies in India.
What Say ?
Hindustan Times – It is Time !…
In the last post regarding Onida i talked about Relaunches and Revamps and today i came across another revamp(yet again)campaign by Hindustan Times.
IT IS TIME.
Its different, i must say.There are four TV ads and a print ad.The campaign hits you …
Dear Manmeet
Hindustan times is and was very popular in Delhi REGION as it carried big Matrimonial ad pages, it was a very good service for people of north india , now it is partialy captured by matrimonial sites on the net. Same is true of THE TRIBUNE in punjab. I FEEL TIMES OF INDIA was rendering such services in Mumbai.
Other services these newspapers rendered were about jobs, where also internet has entered in a big way.
Last but not the least is habit formation. Many a times we try to change the newspaper.WHOLE DAY gets spoiled,we all know it.
I wish HT BEST OF LUCK, but inspite of any ad Ithink it is ay difficult area.
I agree changing a news paper is a tough ask.I am a regular reader of TOI and cant adjust to other newspapers.I feel a bit awkward reading a Indian express or a HT.
I agree ads cant change a brand over night but if HT carries meaningful content in sync with their campaign definitely they would be noticed and read.
Even TOI gained a lot from campaigns such as teach india as well as Lead India.
When you get visibility,you can be noticed.
Newspaper is a very cheap thing,In 3 4 rupees you get loads of it loaded with pull outs and newspapers.So people do try out new dailies once in while and when they do so the paper needs to win on content so that the reader returns back.
I hope HT is able to do that.
The Hindustan times ad that ridicules a person wearing a mask in the lift is UNFORTUNATE. The number of people that have been killed in Bangalore right now is around 40 with almost 10% of those affected dying. every precautionary step will help curb the spread of the virus. I am not sure what the thinking behind the production of this ad was. Ofcourse the business community wants to downplay the flu effect lest it affect their footfalls
Thanks for commenting Rahul ! Even i didnt notice it !
I agree with you completely on that !
[...] Times, a leading news paper, also tried briefly to follow the suit with its ‘it’s time’ campaign on TV media covering several topics – Aids awareness, traffic sense especially at railway [...]