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Navbharat Times wins top honors at INMA Awards 2014 for All Women Bike Rally

The daily won first place ‘Best use of an event to build a news brand’ for its first ever All Women Bike Rally in 2013

BestMediaInfo Bureau | Delhi | May 19, 2014

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INMA Awards 2014, the world’s premier sales and marketing competition for new media companies has announced its winners. Navbharat Times won first place in ‘Best use of an event to build a news brand’ for its first ever All Women Bike Rally in 2013.

The win highlights the changing face of the language readers in urban India – who are as progressive and aspirational as the readers of the English newspapers. The Times Group now reaches out to this nouveau set of readers with its 5 Language papers -Navbharat Times, Maharashtra Times, Vijay Karnataka, Ei Samay and NavGujarat Samay. The BCCL Language brands, as they are called, have a common mission to be the bridge to a better world for their stakeholders.

Held on the back of the Nirbhaya case that shook the nation, NBT’s All Women Bike Rally was a part of the innovative and bold ‘Dilli meri hai’ campaign - exhorting the women of Delhi to come out and claim ‘Delhi’ as their own. ‘Dilli Meri hai’ program empowered the women of Delhi and gave them a tangible and constructive symbol through which they asserted themselves with pride and confidence. NBT reclaimed parks, market places etc and its female staffers reported on the real picture from the frontlines of such unsafe zones.

With International Women’s Day approaching, NBT culminated the campaign by organizing Delhi’s (and possibly India’s) first ever Women’s Bike Rally. Motorbikes had been traditionally a male preserve, for the rough and the macho. Women bikers were a complete rarity in Delhi, however this small tribe had been acquiring followers. NBT positioned this event as a strike against the double-standards in society. There was a nothing a woman could not do that a man could do.

NBT with more than 2.5 million readers ran an exhaustive advertising campaign inviting registrations. This ran in parallel with our editorial campaign on women empowerment which also had legs in radio, television, internet, and social media apart from the newspaper.

A cavalcade of pink modified bikes was driven by female riders across Delhi/ NCR colleges and corporates reaching over 25,000 people. The same were also stationed in malls for women to write messages of solidarity on them.

This was carried on social media, Facebook garnered organic reach of 86,000 fans over 3 days span. To capture the beat of the event, we made our presence on Twitter too where thousands of tweets had cut across to many timelines and had left an impact of virality among the followers.

To generate huge awareness for the cause, NBT chose the route between the two busiest malls in South Delhi and the time was in the afternoon which was peak footfall period. An estimated 12000 people were onlookers.

NBT had 1100+ registrations over a week. The only restriction was on total number of riders being less than 300. 290 bravehearts finally took to the streets.

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Encouraged by the readers’ response in 2013, the All Women Bike Rally 2014 (the 2nd edition) was a high-octane 13-city affair with around 3800 women riders participating and making a statement about their freedom and individuality on March 8, 2014. Hero Corp, driven by the power of the idea, sponsored the Bike Rally across 13 cities for its brand Hero Pleasure.

This time around, the initiative was anchored by all the 5 language brands of BCCL ie Navbharat Times, Maharashtra Times, Vijay Karnataka, Ei Samay and NavGujarat Samay.

Info@BestMediaInfo.com

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