In India, Hindi is one of the most widely spoken languages, with approximately 580 million people using it for daily communication. It is so popular that global giants like Google and Facebook invested in language tools to cater to the growing market. Netflix, the most recent global player to join the bandwagon, launched its entire interface in Hindi for user convenience and acceptance.
With such wide usage and popularity, Amar Ujala, as a leading Hindi newspaper, wanted to rekindle and restore the glory and pride of the language that’s so deeply rooted in India’s culture.
Amar Ujala launched an initiative called “Hindi — Apno ki Bhasha, Sapno ki Bhasha — Hindi Hain Hum,” which means “Hindi — The Language of Our People, The Language of Our Dreams — We Are Hindi.”
Hindi is a language in which we dream as it gives life to our emotions and adds soul to our expressions. The narrative behind the campaign was to own the Hindi space in the minds of consumers for whom this language is their mother tongue. More interestingly, the people of India are also referred to as “Hindi” — the people of Hind. Hence, the name of the campaign represents a double dose of patriotism.
A campaign for all ages
An integrated high-decibel campaign was launched reflecting our commitment to acknowledge and elevate the deep social and family connections of the people whose mother tongue is Hindi. This campaign targeted all ages — young children, youth, their parents, and grandparents. Audience engagement was strong among families, nationally, and even internationally.
We were glad to see the international participation, although it really did not come as a surprise; after all, it was Hindi the campaign focused on!
The campaign was launched six weeks before Hindi Diwas (Day), celebrated each year on September 14. On this day in 1949, the Constituent Assembly of India adopted Hindi written in Devanagri script as the official language of the Republic of India.
Our audience engagement initiative included the requested submission of 30-second videos in Hindi as outlined below:
- For children: Our newspaper — Take a fresh newspaper and read the best news or article.
- For youth: Our World — Talk about new experiences and perspectives or read excerpts from any favourite work.
- For parents: Our Literature — Read excerpts from any famous and beloved creator of Hindi literature. This could be a story, poem, or essay.
- For grandparents: Our Love — Share children’s stories and folklore, or share from your rich reservoir of knowledge and experience.
The promotional elements — online and offline — included print ads and social media engagement, as well as news articles emphasising the glorious history of the language and its key contributors and educating the readers on Hindi literature. One unique aspect of the campaign promotion was the dialogue series engaging both key city influencers and the readers. Prime stalwarts from the Hindi film industry and leading figures of the media industry also participated in these dialogue series to bring forth their views.
The stellar participation results cemented our belief that the campaign not only touched the right chord with our readers and the masses but also showcased the enthusiasm with which people celebrate the mother tongue.