The Hindu News paper has been agressively pushing itself in the recent past with back to back innovative campaign to revamp itself and establish a compelling connect with the readers.
First it was the revamp process to establish a refresing look, Packing and design with reinvigorating content that was promoted with reFRESHhed campaign and now the Newspaper group has come out with a novel idea to promote the reading habits among public with
#SundayIsForReading campaign that was created to connect the readers with its unique standalone product The Hindu On Sunday.
Kranthi Kumar – The Brand Manager of The Hindu Newspaper had spoke exclusively to tvnews4u.com on the success of the campaign:
Excerpts:
- What is the strategy behind the launch of “The Hindu on Sunday” ?
We all know reading is an important habit to nurture and sustain. Yet in today’s fast-paced world, who sets the time aside to read? The Hindu, on the other hand, has been a part of many readers’ mornings for over 138 years. We thought, why not use the recently introduced The Hindu On Sunday, which has so much more to read, to rekindle the reading habit and encourage people to set Sundays aside for reading. There is a certain emotional connect that readers have with the newspaper that we’ve tried to explore with the #SundayIsForReading campaign.
- Did you create #SundayIsForReading campaign to give a push to “The Hindu on Sunday”
This campaign is aimed at positioning The Hindu on Sunday as a stand-alone product by highlighting the key USPs and also integrating this with the Sunday lifestyle of a reader.
- What does the campaign intended to communicate..?
The campaign intends to create a certain emotional connect that readers have with the newspaper. It communicates that there is more to read in the all-new The Hindu on Sunday because #SundayIsForReading.
- How is the Campaign received; Did it delivering the desired results..?
The campaign was very well received. The campaign video has received more than 5 million views so far. The #SundayIsForReading hashtag trended on twitter organically throughout the day on the launch date. The surround ideas to engage with the readers have also been running successfully.
- Who were target audience for #SundayIsForReading campaign.?
This campaign was targeted towards people who are regular readers of not just newspaper but any other literature form as well. This campaign had an intent to revive their love for reading and bring it back into their way of living.
- Do you have plans of running a sustained #SundayIsForReading campaign for a longer period..?
Yes. We are very excited with the response towards this campaign and we plan to engage with
our readers with various print and social media activations on ideas surrounding #SundayIsForReading for longer period.
