The Hindu, south India’s leading English daily, launched a film titled #FortheLoveOfPrint. The film highlights effort, time and energy that go into producing a newspaper every day. It is a celebration of all those involved – reporters to editors, typesetters to imprinter, right to the delivery boy – in bringing out the newspaper before the crack of dawn. Through this film, The Hindu acknowledges their passion for the brand and, above all, for the printed word.
“This isn’t a marketing campaign, but a video born out of our quest to understand the intricacies involved in the day-to-day production of a newspaper – What motivates the people behind it? Why they do what they do? And, how is print different from other media?” says Abilasha Anish, Head – Brand Strategy & Marketing, The Hindu Group.
The campaign pays tribute to the respect and commitment that such people have held for the printed word for the last 138 years.
“The relevance of print media in today’s world has been constantly discussed in the context of how electronic media overshadows our daily lives. However, newspapers have an ever-lasting charm, and for most households, they are still the first sources of news for the day. They continue to provide in-depth information and analysis about the happenings around the world, with untiring efforts put in by hundreds of people who work behind the scenes. This video is a tribute to each and every one of them,” says Ms Anish.
The video has been launched on digital/social media platforms. The Hindu’s intention is to reach out to as many people and create awareness about the efforts that go into the making of a newspaper. A print series promoting this initiative has also been planned to run in parallel.
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