HT Media Group got Aranya Johar on board to perform a spoken-word piece as a part of their relaunch and new brand positioning campaign for Hindustan Times.
The HT Media Group has relaunched its flagship brand Hindustan Times in an all-new digital-first avatar, in sync with the multi-platform shareable news consumption needs and habits of today’s consumers. Dentsu Impact, the creative agency from the house of Dentsu Aegis Network India has worked on the integrated campaign for the launch, helping the group asset their new brand positioning — First Voice, Last Word.
In sync with the branding efforts, a campaign video featuring poet Aranya Johar was released by the HT Media Group. She details the importance of news and credible information while dwelling on the responsibility of the publishers and the readers to ensure the sanctity of journalism.
Speaking on the campaign, Soumitra Karnik, Chief Creative Officer, Dentsu Impact said, “The new generation of news seekers is seeking absolute truth in the news they consume. They are tired of sensationalism; they are asking hard questions about the current state of journalism and they are expressing themselves freely and fearlessly across all platforms.”
“It is this relentless quest for the truth that we have tried to bring to life through a hard-hitting and thought-provoking narrative, voiced by the young and impactful social commentator, Aranya Johar – a representative for the responsible and aware millennial,” he added.
Taking about the relaunch efforts, Rajan Bhalla, Group CMO, HT Media Ltd said, “This refreshed product fits the fast-paced, knowledge-seeking needs of the millennials without alienating the older generation who are also fast adapting to the new ways of news consumption. We are extremely excited about this new offering and are certain that this raises the bar for the news industry in our country.”