Overview of this campaign
India is a country with a diverse population and a variety of languages and dialects, which makes reaching a wide audience a challenge for a media company. The HT B2B Marketing team realized this and to overcome this obstacle and counter the wider national footprint of its competitors, decided to collaborate with six leading newspapers of the country – The Hindu, Hindustan, Telegraph, Anand Bazaar Patrika, The Hindu Tamil. This conglomerate was aptly named – One India Group and together it can provide greater reach and circulation than Times of India.
The HT B2B Marketing team launched the campaign with a jacket that carried the mastheads of all the newspapers partnering in this initiative. Innovative ads in trade magazines and a robust digital campaign all helped garner word of mouth for the campaign. The One India platform gave media planners unsurpassable reach with access to 67 editions across the four corners of India. Thus, giving marketers the perfect way to write a media plan that talks to the entire nation.
Results for this campaign
The campaign received an amazing response and generated queries from multiple channels – 600 phone calls, 230 emails and website queries as well as direct client outreach to sales team to find out more about One India.
200 leads were generated through these multi-channel queries including some key clients like Hyundai, MRF, HPCL, Emami, Titan etc.
Most importantly, the campaign also generated interest amongst first-time advertisers such as Smartlink, Sastra Univ., Coimbatore Textile Corporation, Mohan Diabetic etc.