Primesite executes HT's initiative for a better Mumbai

Primesite, Mudra MAX's out-of-home (OOH) solutions unit executed a mega OOH campaign for Hindustan Times (one of India's largest daily newspaper). The campaign "Speak up for a better Mumbai' was formulated to urge Mumbaikars to participate & address issues faced by them encompassing the city & their locality as well as explore their vision for a better Mumbai.

As HT required to bring an optimistic change to the city of Mumbai, the challenge for Primesite was to communicate Hindustan Times as a perfect channel that always puts Mumbai First, hears Mumbai's voice and takes largest initiative in capturing the issues and solutions that the city faces everyday. To do so, Primesite executed a resourceful campaign which read "Show us What Mumbai can be" where it gave an opportunity for Mumbaikars to send in their ideas and Join HT in putting Mumbai First.

In this endeavour, HT met more than 10,000 Mumbaikars where they received humungous responses, addressing the various issues faced by them in the city. These issues were then intensely raised through the medium of OOH.

The campaign commenced on 7th April'10 across Mumbai & Navi Mumbai. As Outdoor medium plays a critical role in communicating the message to the people and also soliciting response from non-readers, the campaign was carried out at key junctions & arterial roads. A judicious mix of bus shelters, billboards, gantries etc were used to create the desired impact & penetrate the residential pockets / circulatory areas. For frequency building, bus back panels across Mumbai were implemented to reinforce the brand's central message.

Commenting on the campaign, Mandeep Malhotra, Senior Vice President said, "We feel proud to be associated with Hindustan Times in reinforcing the thought of making Mumbai a better place to live in. I also appreciate HT for providing an unique opportunity to the citizens of Mumbai to give voice to their concerns, talk about the problems they face in the city and thus help in putting Mumbai First."

Speaking about the initiative, Salil Sadanandan, Business head (West & South), HT Media Ltd. said, "Mumbai has spoken. This has been one of Hindustan Times' largest initiatives to build a better Mumbai and the response has been overwhelming. While we continue extensive coverage of the issues under the section called "Mumbai First" in our newspaper, the ultimate aim is to table the issues to the concerned Govt bodies & civic authorities, for their attention, suggestions & actions in a conclave planned in June."