The Hindustan Times - News for a new Indian

So how does one take an iconic bastion, which has been witness to and chronicler of the developments of the world's largest democracy over the last 85 years and re-launch it?

The first challenge it had was to infuse freshness into an entity that constitutes the very fabric of Indian society so that it appealed to the younger brigade without alienating the core loyalists for whom the day didn't start without their copy of Hindustan Times.

The solution was to revamp the design elements to package and deliver news in a contemporary, young reader-friendly manner while retaining the editorial integrity that is synonymous with it.

The communication challenge was to setup a context for the brand to operate in which would make it an exciting proposition for the young, aspirational and enrichment seeking Indian. Hindustan Times was conceptualized as an "instrument of change" intended to make people "pause, think and change".

Speaking exclusively to Adgully, Shantanu Bhanja, Head of Marketing, India of Hindustan Times says that this was in continuation of our core communication platform of Hindustan Times as an agent of change.

So was this time it's city versus national? "Not specifically," says Bhanja.

"We have picked up more of civic-and-infrastructure issues this time, in line with our "Mumbai First" and "Delhi First" initiatives, but there are several more films in the pipeline; which include other themes which are more generic," he explains.

The campaign is not just limited to Mumbai only. The campaign is being run in Delhi and other cities as well. "HT has been taking up these issues in Delhi and other cities for over 80 years, so we don't need to spell it out there," he says, while talking to Adgully.

"In Mumbai, where we are still relatively new, we've specifically called it out as "it is time to put Mumbai First' as a part of the "Mumbai First" initiative.

Though the initial campaign is slated for June-July, but HT aims to run the campaign for some more time.

Besides this, HT has also launched a huge citizen initiative in Delhi for the upcoming Commonwealth Games.

"As the leading newspaper of Delhi, we have just launched a huge citizen initiative in Delhi to celebrate the Common Wealth Games as the 'biggest Festival of Delhi' under the platform of Hindustan Times I LOVE DELHI - MY DELHI MY GAMES." Bhanja says.

"This initiative was flagged off with a major conclave on 23rd June at the Taj Palace, Delhi, with Delhi chief minister Mrs Sheila Dikshit, Mr Jaipal Reddy and Mr Suresh Kalmadi as some of the panelists," Bhanja explains.