HT celebrating 100 years of Delhi, all year long

25 Oct,2011

By Akash Raha

This year Hindustan Times is celebrating ‘100 years of New Delhi’. It has launched several campaigns and initiatives to propel the celebrations further. The current campaign comes under HT’s already existing property named ‘I love Delhi’, which had launched extensive campaigns and initiatives last year, and the stress continues to grow. Currently, Hindustan Times is the largest English daily in Delhi, according to IRS.

Speaking about this initiative Mr Diptakirti Chaudhuri, AVP – Marketing, Hindustan Times said, “Since we have continued to build our lead over our competitors in Delhi and NCR, we are also attempting to build up a close relationship to the city we cater to. Actually, we are inextricably linked to them… Therefore, each year we pick up a theme of relevance and deal with it holistically. Our main aim and idea is to get the consumers involved.”

The campaigns and initiatives include Tshirt designing contest, mall activation, reader’s promo, movie screening, film festivals, school quizzes (amongst over 3000 odd kids), painting competition in schools etcetera. The response to these activations were phenomenal as they got over 1700 Tshirt designs, not to mention, 20-25 excellent 100 second movies for ‘Capture 100 years of magic in 100 seconds’. Also, 100 icons of New Delhi (from Rashtrapati Bhawan to India Gate to Karims) were recognized and profiled.

When asked how this is the 100years of Delhi, Mr Chaudhuri explained, “even though Delhi is the capital of India, no one celebrates its anniversaries as it doesn’t have a specific date of creation like many other cities.” Yet, it is said that the foundation of the city was laid sometime in the year 1911 and planned by British architects Sir Edwin Lutyens and Sir Herbert Baker.

The concept and campaign was developed internally. Mr Chaudhuri said that the marketing concept emanated from an editorial idea which was celebrating the ‘100 years of New Delhi’ and was thereafter transposed to their marketing sphere too.

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