Behave Yourself India

Genuine News Genuine Readers

MetroPlus Relaunch

Stay Ahead of the Times

There is more to Bangalore

We have Changed with You

Spirit of Bengaluru

Behave Yourself India

The Hindu is guided by the core values of truth-telling, freedom and independence, justice, humaneness, and contributing to social good. These values reflected in the brand campaign, ‘Behave Yourself, India’, launched in October 2013.

With the country’s general elections around the corner, the campaign placed the spotlight on politicians who indulge in unparliamentary behavior. It reminded such politicians that, in the light of the upcoming elections, the power to re-elect them rests with the youth of India. The campaign held a mirror to the leaders of the country and urged them to behave, because the youth are watching. The ad film depicted a politician behaving in an unruly manner at home, similar to the way he is accustomed to behave at his work environment. In view of the upcoming general elections in 2014, the campaign acts as a reminder to politicians that the voting power has shifted to the 150 million young Indians who will cast their votes for the first time. Hence, their chances of being re-elected depends largely on the youth.

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Genuine News Genuine Readers

Over the last few years, advertisers, the media fraternity and most importantly, newspaper readers have been plagued by a spat of claims and counter-claims by various news publications in a scuffle to appear at the top spot. Some of these claims are a blatant subversion of the truth, putting the media fraternity in a spot: they are no longer sure whether they are placing their bets on perception or on reality.

At this juncture, The Hindu – one of India’s most trusted English dailies – felt it was time to replace fiction with facts, and help readers and advertisers make a wise choice.

As a newspaper that firmly believes in the power of justice and truth telling, the'Genuine News, Genuine Readers' campaign is The Hindu's style of taking responsibility to establish the truth.

The campaign, which The Hindu rolled out in March 2015 in its home turf Chennai, is supported by advertisements with simple, straightforward messages. Each headline has a story to tell.
‘While others chase fickle numbers, we enjoy a loyal following’: refers to The Hindu’s obsession with its greatest strength – its dedicated readers.
‘Never about revealing. Always about revelations’: reiterates the newspaper’s commitment to unexaggerated, credible news.
‘While the competition is priced at a deal, The Hindu is bought at a premium’: a clear indicator of that The Hindu is the choice of genuine readers, and hence undisputedly the largest circulated English daily in Chennai.

With a primary objective of establishing the truth in an arena where claims of figures are rife, the campaign communicated a two-fold message – to advertisers that The Hindu is obsessed with genuine readers, and to readers that The Hindu stands for credible journalism – packaged in the tagline ‘Genuine News. Genuine Readers.’

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MetroPlus Relaunch

MetroPlus is the city-specific supplement of The Hindu, offering a panoramic view of the city. With breezy coverage on lifestyle, culture, heritage, cinema, fashion and food, the supplement fortifies the brand offering of the mother brand, The Hindu. In April 2014, the supplement was re-launched as a fresh, all-new, revamped product, intending to stand for everything fun, peppy and edgy catering to the well-informed, upwardly urban youngster.

The re-launch campaign aimed at positioning the new MetroPlus as a refreshing product that caters to the wide spectrum of city-specific interests of the astute, confident youngsters of today, thereby empowering them. It also aimed at reinforcing the perception of MetroPlus as a supplement that speaks to those with eclectic tastes, reflecting every one of them.

The campaign, therefore, showcased four model youngsters with various shades to their personalities:

• A karaoke-crazy, cricket-obsessed moviebuff
• An occasional backpacker, also an amateur painter and an aspiring masterchef

The sign-off is that MetroPlus taps into the many sides of a person, covering the best of what matters to them.

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Stay Ahead of the Times

In the highly competitive English news-media market in India, The Hindu has a strong brand image — one that places emphasis on credibility and authenticity of news, a reputation that has been built over a period of 137 years.

The brand campaign “Stay Ahead of the Times” was part of The Hindu’s first large-scale advertising campaign. The communication strategy was to drive home the point that knowledge is cool.

It began with a series of three television commercials that used humour to show that it is not acceptable to be clueless. The commercials showed real people of all ages in different settings (like the workplace, at a sports bar, or on a college campus) grappling with questions about basic general knowledge or current events.

Simultaneously, outdoor campaigns were launched across the four south Indian states.

The press ads featured a minimalist design with a single line of copy with messages such as “Sense. Not sensationalism,” “Also has pages 1, 2, 5, 6 and 7” (a tongue-in-cheek dig at the Page 3 trend), and “Space for business leaders, not cheerleaders.”

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There is more to Bangalore

In 2013, an aggressive subscription drive was undertaken in Bangalore, powered by The Hindu’s immensely popular, award-winning campaign 'We’ve Changed with You'.

In July 2014, the time was ripe for a revival of brand recall, as the cycle of subscriptions garnered in the previous year reached the stage of renewal.

The campaign 'There’s More To Bangalore' was therefore undertaken as a follow-up to the earlier one, to push subscription renewals and drive brand recall in a city where competition presence was and always has been sturdy.

The bustling city of Bangalore has plenty of general perceptions to it – as a city that abounds in Information Technology companies, botanical gardens, popular pubs, and fancy restaurants. As a newspaper that explores and represents the many facets of the city, The Hindu believes that there is much more to Bangalore than the stereotypes that are tagged to it.

The campaign, therefore, highlights these ‘more’ aspects, unveiling many unconventional yet starkly realistic flavours to the city.

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We have Changed with You

Bangalore is a city synonymous with change. The concept behind the campaign was to position The Hindu as a fresh product which has evolved along with the people of Bangalore, offering them the best of city-based content, and as the only national newspaper covering the changing face of Bangalore. The idea behind the campaign was to correlate change with Bangalore and convey The Hindu’s identification with the readers of a young, changed and vibrant city. The multi-faceted and cosmopolitan nature, which is the essence of Bangalore, has been captured in the campaign. A series of creatives depicting transformation in lives of well-known social celebrities with lines such as ‘From Singer to Kick-boxer‘, ‘Teacher to Stand-up Comedian’ , ‘Athlete to Documentary Film maker’ etc. formed the crux of the campaign.

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Spirit of Bengaluru

In November 2016, The Hindu Bengaluru launched the #spiritofbengaluru campaign on digital media with a mobile-first innovation. The campaign aimed to contrast the 'beauty' and the 'beast' within the city of Bengaluru and incite citizens to protect and preserve their beautiful city. Users visiting www.spiritofbengaluru.com could toggle between the beauty and the beast mode of the city. For users visiting on mobile, the 'switch' could be made by viewing from portrait mode for the ugly side of the city and landscape mode for the beautiful, tranquil parts of the same city. The campaign was amplified via print, radio, TV and cinema advertising.

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www.spiritofbengaluru.com could toggle between the beauty and the beast mode of the city. For users visiting on mobile, the 'switch' could be made by viewing from portrait mode for the ugly side of the city and landscape mode for the beautiful, tranquil parts of the same city. The campaign was amplified via print, radio, TV and cinema advertising.&p[url]=http://thehindugroup.com/content/hindu-10#Spirit of Bengaluru" class="social_bg" target="_blank">