NEW DELHI: HT Media on Saturday announced the launch of a revamped edition of Hindi daily 'Hindustan' as a part of the company's strategy to reach out to a larger section of the domestic population.
"With the recent market surveys of the Indian media suggesting that Hindi is the medium of instruction for more than 50 per cent of the Indian population, Hindustan decided to re-work on its positioning and target this extensive market.
"To be able to cater to the growing young global Indian population, the newspaper has undergone a complete re-engineering in the terms of its contents, design and presentation," HT Media Chief Marketing Officer Nilanjan Shome said in a statement.
A television commercial, scheduled to go on air starting June 1, has been conceptualised and created by Ogilvy and Mather to support the brand revamp campaign.
"The commercial set in the small town India, is reflective of the dreams and aspirations of the youth there and captures the 'Hindustan gets you prepared' promise," the statement said.
Along with media agency Maxus, Hindustan has put together a complete 360 degree surround-plan. In addition to the television plan, covering - radio and outdoor campaign spread across the Bihar, Jharkhan, Uttar Pradesh and Chandigarh and Print campaign.
A series of on-ground programmes would also be launched.
HT Media Ltd is one of India's leading media companies, and home to two leading newspapers in the country in English and Hindi languages - Hindustan Times (the flagship English daily) and Hindustan (Hindi daily). HT Media has an online presence with HindustanTimes.com and also publishes two Hindi magazines Nandan and Kadambini.
