Accentuating the war of the dailies in the Mumbai market, Hindustan Times (HT) has a lot to emphasise with its new campaign ‘Let there be light’. To begin with, the soon to be launched paper in the land, where the Old Lady of Boribunder reigns supreme, has begun to make noise by its commercials and radio jingles for the impending foray. The series of television commercials (TVCs), four print ads and three radio spots try to communicate that HT is the only newspaper, which has not forgotten the core purpose of a newspaper. The ads try to communicate futile and forced reportage in the news market today and the intention of HT to be the paper of the ‘informed’ people.
“We stand for providing relevance and stimulating news to our consumers and we throw better light on issues and thus the ‘Let there be light’ campaign. The campaign has been rolled out to communicate with our readers,” asserts Anand Bharadwaj, Vice President, Marketing, Hindustan Times.
The ads created by O&M and shot by Corcoise Films essentially show people as ‘blindfolded’ and alludes to the fact that the person, whose eyes are not covered, is the only one who is reading The Hindustan Times. The message then clearly states: ‘Let there be light’. The music, which plays in the background, is an important ingredient in the entire multimedia communication.
Piyush Pandey, Executive Chairman and National Creative Director, O&M India, says, “We are very happy about the way the commercial has shaped up, it’s wonderful. Today’s newspapers don’t provide something that satisfies you as a reader, whereas Hindustan Times understands the reader. And it has greater depth than hype. The ‘Let there be light’ campaign communicates much more than just light and one would be able to see things by oneself.”
To read the entire story, grab your copy of Impact Advertising and Weekly magazine issue dated May 23-29, 2005
