A Brand Campaign by
A Brand Campaign by
‘We’ve Changed With You’ A Brand Campaign by The Hindu
THE CONCEPT
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.
‘We’ve Changed With You’ A Brand Campaign by The Hindu
THE CHANGE STORY o 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. o The models used for the campaign were carefully chosen exploring a range of sectors well known in the Bangalore social circle. o 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.
‘We’ve Changed With You’ Print Campaign
Print Ads in The Hindu
‘We’ve Changed With You’ Print Campaign
The Hindu’s Bangalore edition dated August 15th, 2013
‘We’ve Changed With You’ Outdoor Promotion
• Creatives depicting transformation in the lives of well known social celebrities were splashed in billboards across vantage junctions in the city, which was painted Blue by the campaign • All outdoor campaigns and readership drives had innovative call-toaction initiatives. Readers were asked to send an SMS to 53030 and were immediately contacted by our Customer Care team
‘We’ve Changed With You’ Outdoor Promotion
Hoardings across various locations in Bangalore
‘We’ve Changed With You’ Radio
o Radio commercials capturing the change story in a humorous and engaging way were aired across top radio channels in the city and proved to a be a hit among the listeners. o Stations used were Fever FM, Radio City, Radio Indigo and Red FM.
‘We’ve Changed With You’ PR Initiatives
An event was organized to celebrate the success of new wave of readers in Bangalore. The movers and shakers of the state, including the who’s who from bureaucracy, politics and glitterati turned up for the celebration. The theme of the event was – ‘Let’s celebrate the changing face of Bangalore’. Photo booth innovation featuring Chief Minister of Karnataka
‘We’ve Changed With You’ Impact o The campaign was successful in supporting the circulation drive in Bangalore o Overall, the circulation increased from 60,000 to 1,80,000 o 90,000 new subscriptions to the newspaper were received within a span of just 90 days o The campaign was also successful in communicating to the readers of Bangalore that with more city-based content, The Hindu’s Bangalore City edition has evolved along with them, reflecting their changing preferences and interests
‘We’ve Changed With You’ A Brand Campaign by The Hindu
THE CONCEPT
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.
‘We’ve Changed With You’ A Brand Campaign by The Hindu
THE CHANGE STORY o 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. o The models used for the campaign were carefully chosen exploring a range of sectors well known in the Bangalore social circle. o 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.
‘We’ve Changed With You’ Print Campaign
Print Ads in The Hindu
‘We’ve Changed With You’ Print Campaign
The Hindu’s Bangalore edition dated August 15th, 2013
‘We’ve Changed With You’ Outdoor Promotion
• Creatives depicting transformation in the lives of well known social celebrities were splashed in billboards across vantage junctions in the city, which was painted Blue by the campaign • All outdoor campaigns and readership drives had innovative call-toaction initiatives. Readers were asked to send an SMS to 53030 and were immediately contacted by our Customer Care team
‘We’ve Changed With You’ Outdoor Promotion
Hoardings across various locations in Bangalore
‘We’ve Changed With You’ Radio
o Radio commercials capturing the change story in a humorous and engaging way were aired across top radio channels in the city and proved to a be a hit among the listeners. o Stations used were Fever FM, Radio City, Radio Indigo and Red FM.
‘We’ve Changed With You’ PR Initiatives
An event was organized to celebrate the success of new wave of readers in Bangalore. The movers and shakers of the state, including the who’s who from bureaucracy, politics and glitterati turned up for the celebration. The theme of the event was – ‘Let’s celebrate the changing face of Bangalore’. Photo booth innovation featuring Chief Minister of Karnataka
‘We’ve Changed With You’ Impact o The campaign was successful in supporting the circulation drive in Bangalore o Overall, the circulation increased from 60,000 to 1,80,000 o 90,000 new subscriptions to the newspaper were received within a span of just 90 days o The campaign was also successful in communicating to the readers of Bangalore that with more city-based content, The Hindu’s Bangalore City edition has evolved along with them, reflecting their changing preferences and interests
