The HT Media Group has relaunched its flagship brand Hindustan Times, in an all-new digital-first avatar. The English daily with a legacy of over 96 years and a total readership of 8 million across India (TR, IRS Q4’19), has undergone a complete re-design which addresses the multi-platform shareable news consumption habits of today’s generation, particularly the millennials.
The refreshed HT product portfolio, including HT City and Brunch, is replete with elements that offer seamless print to digital integrations, giving the readers more than what is available on just the print medium via QR Codes, video pointers, links to podcasts and photo galleries that direct the readers to HT’s digital platforms to experience, engage and express more.
In terms of the new design elements - HT has launched its new logo that is classic yet contemporary, evoking the credible legacy that the brand brings to its modern-day readers and the thoughtfully crafted crest captures the journey of the brand from ‘quill to cursor’ and the values the brand has embodied since its inception in 1924 – ‘Clarity and Credibility’.
HT has also unveiled its new positioning - First Voice, Last Word., that represents the ethos of the brand with its continued promise of credible journalism, especially in today’s information-addled world. First Voice alludes to its digital- first agile approach, always the first to raise issues facing the citizens today, and the Last Word captures the essence of journalistic excellence associated with a credible, trusted and respected news brand.
Speaking about the all-new HT offering, Editor-in-Chief, Sukumar Ranganathan, said, “Now more than ever before, there is need for news that is credible and contemporary. This is the driving principle behind our relaunch of the Hindustan Times, which seeks to be the First Voice, yet have the Last Word.”,
Based on key insights, the refreshed product portfolio also includes new and specially curated content packages for the millennial consumers.
Mario Garcia worked closely with the HT team throughout this product change, bringing international insights to this new offering.
“The media landscape has undergone immense transformation in the past decade and despite the testing times, Hindustan Times continues to make strides as a market leader to give the ‘news consumers’ what they are seeking and how they are seeking it. 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,” said Rajan Bhalla, Group CMO, HT Media Ltd.
Dentsu Aegis Network is the creative agency that has worked on the print and digital communication campaign of the relaunch. The campaign maintains a sharp millennial focus in the messaging and design contours. Below please find the link to the new HT brand film, which is live across HT’s digital platforms.