Hindustan Times Case study YOU READ THEY LEARN by MullenLowe London

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Industry Newspapers
Media Case study
Market United Kingdom
Agency MullenLowe London
Executive Creative Director Shriram Iyer
Creative Mustafa Rangwala, Manzoor Alam, Ira Gupta, Anshul Nagpal
Released May 2013


Cannes Lions 2013
Media Lions Use of Media; Best Use of Print Bronze

Credits & Description

Type of entry: Use of Media
Category: Best Use of Print
Product/Service: NEWSPAPER

Brand Services Manager: Harsh Agarwal (Lowe Lintas & Partners)
Brand Services Director: Gangotri Deb (Lowe Lintas & Partners)
Creative: Anshul Nagpal (Lowe Lintas & Partners)
Creative: Ira Gupta (Lowe Lintas & Partners)
Creative: Manzoor Alam (Lowe Lintas & Partners)
Creative: Mustafa Rangwala (Lowe Lintas & Partners)
Vice President- Strategic Planning: John Thangaraj (Lowe Lintas & Partners)
Senior Vice President: Tanul Bhartiya (Lowe Lintas & Partners)
Group Creative Director: Mohit Arora (Lowe Lintas & Partners)
Group Creative Director: Shayondeep Pal (Lowe Lintas & Partners)
Executive Creative Director: Shriram Iyer (Lowe Lintas & Partners)
National Creative Director: Amer Jaleel (Lowe Lintas & Partners)
Chairman/Chief Creative Officer: R. Balki (Lowe Lintas & Partners)

Results and Effectiveness

The day we launched, we distributed 1 million textbooks in a single morning. This was recognized by The Limca Book of Records as a national record. Within three months, 2574 underprivileged children were sent to school. We saw growth across all imagery parameters, including ‘leading newspaper in Delhi’, and ‘seen as changing society’. YRTL was acknowledged by The President of India. It drove salience among our readers and non-readers. Unaided salience rose by 12 points, aided salience by 24 points among readers while aided awareness among non-readers rose by 12 points. (Source: Monthly Brand Track, Client Data, April- June, 2012)

Creative Execution

While primary education remained the core focus of the initiative, our intent was to help underprivileged children grow and develop as holistically as possible. In this context, we activated You Read They Learn (YRTL) in a number of different ways ranging from puppet shows to book donation drives. Our Bag of Books activation alone collected over 1, 39,000 books (source: Client Data, June 2012). So along with the textbook in the newspaper, YRTL was activated on a number of platforms.

While the textbook inside the newspaper was the main idea, we brought together various media vehicles to give a 360 degree spin to our campaign:
• Print- Newspaper (Print), Newspaper (Digital).
• OOH- Billboard, LiveMedia Screens.
• Radio- Spots, Content.
• Direct- Mail.
• PR
• Events- Mall Activations, In School activation.
• Interactive- Online Ads, Viral Video, Web Site, Social Networking Sites.

Insights, Strategy and the Idea

As the second largest English daily newspaper in India, Hindustan Times has a reader base that expects the brand to raise public issues that will result in social change. We had to guard against being viewed as ‘just another literacy drive’ by launching and sustaining the initiative in as differentiated and impactful a manner as possible. By directly involving our readers in our quest for literacy among children, we knew we could further strengthen our campaign. The idea stemmed from, “If you read today, a child will read tomorrow”. The day we launched, we effectively distributed over 1 million textbooks in a single morning. No other newspaper in India (or anywhere else, as far as we know) had ever been printed with an actual, functional textbook in it. This helped us drive salience for our campaign among not just our own readers, but non-readers as well.