Hindi daily Hindustan has intensified the battle against Covid-19 pandemic by impressing on the key measures to be kept in mind to fight the on-going pandemic. To connect with people on a deeper and emotional level while educating them on various safety precautions, Hindustan took the route of narrating the Suraksha Chalisa or the Poem of Safety via the traditional format of prose writing, expounding the benefits of keeping oneself safe.
Rajan Bhalla
Speaking on the campaign, Rajan Bhalla, Group CMO, HT Media, said, “The purpose of the video is to communicate in a language that the audience understands and connects with. Our Suraksha Chalisa, deeply integrates relevant messaging and educates our audiences when we stand at a critical position in the fight versus the pandemic. The vertical video format too enables a stronger story-telling with a mobile-first approach.”
The objective of Hindustan Suraksha Chalisa campaign is to reiterate the effective measures against COVID. It is to remind that even though the vaccine is on its way; it does not warrant us to stop following safety precautions.
Samudra Bhattacharya
Samudra Bhattacharya, CEO – Print, HT Media, added, “As a brand that reaches the deepest pockets of India, it is imperative for Hindustan to disseminate relevant information. Timely campaigns like Hindustan Suraksha Chalisa remind people that coronavirus is still a part of our lives and we cannot have lax attitude towards it.”
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