INSTITUTE OF PRODUCTIVITY AND MANAGEMENT

A PRESENTATION ON

LAUNCHING OF HINDI HINDUSTAN

&
YOUTH CONNECTIVITY IN VERNACULAR DAILIES
THROUGH BRANDING ACTIVITIES

presented by

RANJAN SINGH

2007 - 2009
Ackn….
 Company Profile

 HT Media Ltd, founded in 1924 under the

flagship of Hindustan Times.
 Combined Daily circulation:2.25 million
copies. (HT&HH)
 Combined Readership base:14.49 million
readers.( HT&HH)
 Installed capacity:17 printing facilities with an
installed capacity of 1.5 million copies per
hour.
Contd….

 The Delhi-based English

newspaper, Hindustan
Times, is part of the KK
Birla group and managed
by Shobhana Bhartia,
granddaughter of GD
Birla. It is owned by HT
Media Ltd. The KK Birla
group at present owns 69
per cent stake in HT
Media, currently valued
at Rs 834 crore.
Various Brands Working under
HT Media ltd.
 Hindustan times
 Hindustan
 HT NEXT
 Kadambini
 Nandan
 Mint: A Business Daily From HT
 Major Drivers to launching
 Hindi is the medium of instruction for more
than 50 per cent of the Indian population.
 There has been a steady increase in literacy
levels which has boosted the demand of print
media.
 To expand the geographical reach of ht media
ltd.
 Launching of Hindi
Hindustan
 Pre Launch Activities  Post Launch Activities
 Data base  Tele calling
management  Rectification of errors
 Collection of data  Name
 Filtering of data  Address
 Punching of data  Phone no.
 Vendors Mela  The name of respective
 Hiring of event vendor.
management  Free sampling of HH
company.
for two months in
 Series of cultural
events. tricity ie: Chandigarh,
Panchkula & Mohali
 Customer relationship
enhancement.
 Vendor company
 USP of Hindi-Hindustan in TriCity
(Chandigarh, Mohali, Panchkula):
 A perfect balanced newspaper containing all national,
international as well as local news content .

 Special two page coverage to latest happening and

innovation in the field of science and technology on a
daily basis.

 Special supplements like Chandigarh Yatra

uncovering great history of the city beautiful.

 Perfect colour combination to give a catchy and more

appealing look to the newspaper.
 The Hindustan Times
Newspaper in Education Programme

Youth Connectivity in Vernacular Daily

 Who is Involved
 Newspapers
 Corporate
 Students
 NGOs
 Teachers
 Govt. and UN agencies
 Principals
 Individual consultants from all walks of life,
incl. arts, crafts, theatre, environment, sports
etc.
 Key Objectives

 To provide a platform for schools to interact with

each other and with the communities they
function in.

 To maintain standards of world-class excellence

in NIE.

 To sensitize students to global issues of peace,

tolerance, gender bias, literacy and
environmental concerns thus helping build
responsible and insightful future citizens.
 To make the bond
stronger…
 Scrapbook contest
 Movie fiesta
 Summer camp
 Quiz contest
 Essay writing
 Kaleidoscope
 Cultural meet
 Youth Centric Branding of
HH
 Colonial activities under the name of “HT
INTERACT” in different societies .
 Special jingle “Ab Hindustan Ki Baari Hai”
was composed and was coming across the
top Hindi entertainment, movie and news
channels.
 Sponsored many quiz based program on
local FM channels like Big FM, and My FM.
 Education fair was organized for students
under the brand name of HH.
 Findings
 The youth of the country want less of politics
and stock reports and more of 'their' kind of
news.
 Sohini city was unable to maintain its standard,
as there is always a repetition of news in the
same edition.
 Content wise HH was unable to differentiate
itself from HT.
 Contd…
 Events like HT Interact and Education Fair
were unable to attract a healthy crowd because
of lack of investigation about the venue and
timing of the event.

 People having a great respect for the brand

name of HT media ltd.

 Their was also some loopholes in the

circulation process of newspapers, which was
creating problem in delivering paper to right
address on a regular basis.
 RECOMMENDATION

 Columns like admission alerts, campus corner,

campus lifestyles must be added.

 Information regarding various entrance

examinations must be added and it must be
supported with required material.

 Branding of HH can be done more effectively.

 Selected articles from “Metro Now” must be

added in HT.
 Contd…
 Content wise the quality of “Sohini City”
must be improved, repetition of news
must be avoided.

 Columns on women empowerment must

be added for better connectivity with
society.

 Circulation of newspaper should be taken

care of properly.
Thank you!