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Lokmat reaches out to cure 'Horn Bajane Ki Bimari'

Launches an extensive campaign to educate people about ill-effects of honking across Maharashtra

Ananya Saha | Delhi | May 3, 2012

A drive against HBKB – Horn Bajane Ki Bimari - was recently executed by Lokmat Media across Maharashtra. Launched on April 16, the campaign aimed to educate people about ill-effects of driving, took shape in form of teaser ads.

Initially a week long “high volume” teaser campaign was run on all mediums posing a question: "Are you suffering from HBKB?" “Have you got yourself treated for HBKB?” and “Stop the spread of HBKB”. The term HBKB was made so prominent that it became a talking point in the cities. People became extremely curious to know what this new “disease” is all about? Brainchild of Devendra Darda, Managing Director, Lokmat Media, HBKB - Horn Bajane Ki Bimari - was then revealed on April 25 across all mediums in Maharashtra. Lokmat group publications carried a two-page innovative jacket to tell what HBKB is, its effect on human health and its repercussion and consequences if left unchecked.

The campaign took the 360-degree media approach to create the buzz. With the support of outdoor (Bright Outdoor), radio (Radio Mirchi) and TV partners (IBN Lokmat), Lokmat Media adopted a 360-degree all-inclusive approach including its digital properties such as, Lokmat on Facebook and ‘milokmat’ on Twitter to make the drive against Horn Bajane Ki Bimari more penetrative and effective.  Lokmat organized several on-ground activities across the state to push the campaign.

The campaign added much noise with editorial content and field activities. A 'Shapath Patra' was also revealed appealing people to make a pledge to fight HBKB by sending SMSes to a short code. Thus,  making the drive more effective.

The employees of Lokmat posed for a group photo and made a vow to shun honking. The group photographs were then published in Lokmat group publications to send a message to the masses that Lokmat is not only preaching but its employees are the first to practice it. The Lokmat team also went to prominent schools and colleges making Young India a part of the campaign. About one lakh stickers were printed and pasted on cars and public transport vehicles which made the HBKB buzz travel fast. Signature campaigns were also launched across Maharashtra wherein people supported the campaign in large numbers.

Devendra Darda, Managing Director, Lokmat Media Ltd has attributed the success of the campaign to the people of Maharashtra and expects that the campaign would definitely make people think twice before honking and help in bringing the noise pollution down in the state.

“We believe that this is a 24/7 issue and just making people aware will not  solve the purpose. The Group will do all it requires to revisit the issue time to time and keep it in the memory of readers,” stated Mandir Tendolkar, VP-Marketing, Lokmat Media.

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