HT Media Limited launches HT Mini for people on the move

17 Jan,2012

By Akash Raha


HT Media Limited (HTML) launched a new product from its stables on January 14 called HT Mini. HT Mini, half the size of a tabloid, is designed exclusively for people on the move and will have daily editions from Monday to Saturday. During the launch period, it will be available in select areas of Delhi-NCR and will be sampled heavily outside Metro stations.


HT Mini has been designed keeping in mind the needs of people on the move. The size (smaller than an A4) makes it perfectly suited to be read in a crowded Metro. It packs 24 pages of light, snippety content ranging from the top news stories to city news, sports, entertainment and lifestyle. It. Currently the newspaper is being circulated free of cost.


The Outdoor campaign is being handled by Mudra Max while Lowe Lintas is doing the creatives. The campaign has been in full swing since January 16, and radio spots too are being used to push HT Mini further. The campaign also includes engagement building measures, such as ongoing ‘character of the day’, with the target audience, the metro commuters.


Shantanu Bhanja, Vice President – Marketing, HTML said: “The needs of people on the move are quite different from those reading the newspaper at home. They want something to pass time while traveling which they are able to pick up on their regular route, and hence their need is for something portable, conveniently-sized, with light, entertaining content. With the introduction of the Delhi Metro in the last decade, such travelers have grown exponentially. According to our research, over 60 per cent of Metro travelers would like to spend their commute reading something, but nothing was readily available to fit their requirements. We have customized HT Mini to cater to such people. We are very excited about the launch of HT Mini and are certain it will address a major need in our readers’ lives.”


Vasantha Angamuthu, HT special projects editor, said: “HT Mini is a reflection of HT Media’s practice of keeping the consumer at the heart of all our initiatives. The words ‘daily commute’ conjure up images of crowded trains, cramped spaces and the drudgeries of repetition. Until now, there was nothing to look forward to on Metro rides but the launch of HT Mini is sure to inject some fun and entertainment into the daily commute.”


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