The Hindu In School
2019 Finalist

The Hindu In School

The Hindu Group

Chennai, India

Category Best Idea to Encourage Print Readership or Engagement

Overview of this campaign

From the pages of 2018

A series of features such as 5Ws & 1H (explainer on a topic that’s in the news), Quest (DIY experiments to learn scientific concepts), A Mathematician At Play (fun with math), Snippets & Stories (short takes on interesting subjects), Language & Literature (a weekly take on English language and literature for children), Wild Angle (a short story on Nature/ Wildlife), History & Heritage (turning the spotlight on one place of immense historical/cultural significance) and Life Hack (a full page on soft skills for children, including a column called Money Wise) were some of the highlights of our pages in 2018.

Most of the content was interactive in nature. The idea was to engage children with the material provided and turn indifferent readers into active participants, by getting them involved with puzzles, crosswords, games, word jumbles and quizzes based on what they had read.

Other highlights included a weekly interactive page on Sports with three features -- Relive (reconstructing an important game and helping the reader understand it better by reliving significant moments from it), Who, Where, Which (a frame-by-frame recap of a match that the child might have missed in the past week) and Five Questions, Five Places (a quiz based on places that hosted sporting events over the week).

Among the many columns on quizzes, Worldly-wise (a world-map based quiz on a variety of topics that will help children learn about countries and cultures across the globe), Ten on 10 (a wrap-up quiz on important headlines of the week) and The Visual Round (photographs-based General Knowledge quiz) have become a hit with children.

Results for this campaign

Launched in April 2012, The Hindu In School is put together keeping in mind the fact that we are addressing impressionable minds in the 10 to 17 age group. The language is simple, the topics are chosen with care and deconstructed in a way that young readers are able to connect with the issues and comprehend them.

The Hindu In School covers over 3500 schools and reaches over 5 lakh students across major cities and tier 2 cities in India. Other than the interactive content carried on a daily basis, special issues are released on days like Independence Day, Teachers’ Day, Students’ Day and Children’s Day with exclusive content curated for the occasion. These special issues are eagerly looked forward to not only by students but also by the teaching fraternity. Pre-release reader-connect contests are run to encourage our young readers to research and share their thoughts about the special upcoming day. Winners of these contests are rewarded by The Hindu In School team in their school assemblies. In 2018, 5 special issues were released with an average readership of 1.2 million students across the country.

The first Milestone for was winning the WAN-IFRA award for Excellence in Youth Engagement. The award criteria included Editorial content strategy targeting youngsters and the use of newspaper content in the teaching of media literacy and activities that give young people opportunities to experience professional newspaper journalism.

After the success of the daily broadsheet, The Hindu In School Weekend tabloid was essentially launched to bond with our student readers during their 2017 summer holidays, in the absence of The Hindu In School that reached them through their schools based on a high demand from our young readers and their parents, after which it was launched as a full-fledged product in September 2017. The Tabloid celebrated its victory at the Global Marketing Excellence Awards 2017, where the brand was recognized as the 'Emerging Brand of the Year'.


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