On the occasion of Hindi Diwas, which was celebrated on September 14, 2021, News18 HSM Network organised a contest ‘Hindi Ke Samrat’, which ran on News18 India, News18 Rajasthan, News18 Madhya Pradesh/Chhattisgarh, News18 Bihar/Jharkhand and News18 Uttar Pradesh / Uttarakhand.
Viewers were required to give a missed call to register for the activity. Short-listed viewers were called and asked to complete Hindi muhawaras (proverbs); those who were able to do so were then crowned ‘Hindi Ke Samrat’.
In a press release, the network stated that the contest was widely promoted across not only the News18 HSM channels but also on social media, and saw participation from almost 15,000 people. The campaign delivered close to three million impressions and had more than one million views + engagement.