Mudra Max OOH drives home HT’s No TV Day message

03 Feb,2012


By A Correspondent


Hindustan Times returned with its popular and inclusive initiative on January 28 this year, following its success on January 29, 2011.


What started as an HT initiative became a people’s movement in Mumbai, making it the only city in the world to have its own special day. Hindustan Times called upon Mumbai to switch off TV and be open to the immense possibilities that their relationships and the city had to offer.


To drive home the message – TV Off, Mumbai On, Mudra Max-OOH planned and executed an effective OOH media campaign for No TV Day, beginning January 13.


The agency deployed a wide mix of OOH media, namely billboards, gantries, BQS, DBQS, pole kiosks, in-train branding, bus back/side panels, station branding & domestic airport branding.


Considering the growing population which prefers air travel these days, a few interesting media vehicles such as cutouts on conveyer belts & standees were deployed at strategic locations inside domestic terminals.


To break through the clutter, Mudra Max-OOH executed a couple of innovations at marquee sites in Mumbai (Juhu Koliwada & Mahim Causeway).


Innovation 1: At Mahim Causeway (one of the important congregation points for vehicular traffic in Mumbai), the idea was to create the NTD Facebook homepage on a billboard. There was a daily change in the status, just the way one updates their statuses and the number of growing Facebook fans on the billboard. The status updated continued was for 5 days as a build up towards No TV Day.


Innovation 2: This was executed at Juhu Koliwada / Juhu Tara Road (one of main arterial roads of Mumbai), since the core essence of NTD is TV Off, Mumbai On, this execution tried to bring that alive on a billboard by showing a father-son having fun on the swings in a park and the copy read ‘TV Off, Fun On’. The swinging movement on the billboard caught a lot of attention and was really talked about.


Like last year, Hindustan Times organized a plethora of activities on January 28, encouraging Mumbaiites to step out of their homes and explore the city with their family and friends.


The activities ranged from school painting competition attended by around 34,000 children with their parents, helicopter rides, and exclusive discount deals at more than 400 outlets in the city, heritage rides, dance workshops and many others.


Across the city, around 250 housing societies registered for the No TV Day Best Society contest. A city specific treasure hunt was organized across three zones in Mumbai (western suburbs, Navi Mumbai andSouth Mumbai). While 1,300 participants raced against time to reach the finishing point, 3 winners were selected in each zone.


The engagement with Mumbai was sustained in the social media space as well with the HT Mumbai No TV Day Facebook page and a special microsite. In just 3 weeks, 1.5 lakh new fans were added to the No TV Day Facebook community, taking the total strength to 2.5 lakh fans. The Facebook page also generated 6.5 million unique impressions and was the among the top branded Facebook pages inIndiain terms of engagement. On January 28, the strong buzz about the initiative resulted in No TV Day featuring among the top trending topics nationally on Twitter.


There were various partners, such as Railways, Prince of Wales museum and MTDC, and brands like Surf Excel,Toyota, Lays, Micro Technologies and Scrabble who joined in this initiative.


Ajay Dang

Mandeep Malhotra, President, Mudra Max (OOH, Retail, Experiential) said: “NO TV DAY is an annual property built by HT and we were required to create a history connecting the brand with Mumbaikars. Our aim was to establish a property better and louder than the last year’s campaign. In a city dominated by competitors, it was an indispensable task to keep Mumbai ‘On’ for a quality life. We, along with HT, delivered the message effectively and took OOH from the position of a reminder medium to a call for action platform.”


Ajay Dang, Marketing Head (West and South),HindustanTimes said: “Very few times does an initiative by a brand/ newspaper becomes a people’s movement. Hindustan Times has added an important day in the calendar of Mumbai when the city takes time to reconnect to important relationships be it family and friends or the city that we call home.”


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