Hindustan Times: You Read, They Learn

John Thangaraj

Campaign details

Brand owner: HT Media
Agency: Lowe Lintas + Partners
Brand: Hindustan Times
Country: India
Channels used: Branded content, Cinema, Events and experiential, Internet – microsites, widgets, Newspapers, Online video, Print – general, unspecified, Public relations, Radio, Social media, Word of mouth and viral
Media budget: 500k – 1 million

Executive summary

This was how the Hindustan Times, in line with its 'do well by doing good' philosophy, genuinely made a difference to the lives of as many illiterate children in the city of Delhi as possible, whilst simultaneously reasserting its superiority over its main rival, The Times of India, in terms of brand imagery and consumer connect.