MUMBAI: Mumbai's favorite newspaper, Hindustan Times returned with it's unique, popular and inclusive initiative - No TV Day on January 28 this year. Last year on January 29, 2011, Hindustan Times Mumbai created 'No TV Day' and made the entire city come to a standstill. What started as an HT initiative, became a people's movement in Mumbai. That made Mumbai the only city in the world to have it's own special day. Hindustan Times called upon residents of Mumbai to switch off their TV sets and be open to the immense possibilities that their relationships and the city had to offer.
To drive the message, 'TV Off. Mumbai On', Mudra Max-OOH planned and executed an effective OOH media campaign for No TV Day (NTD) beginning January 13, 2012. The agency deployed a wide mix of OOH media namely billboards, gantries, BQS, DBQS, pole kiosks, inside train branding, bus back/side panels, station branding and domestic airport branding.
Considering the growing population preferring air travel these days, a few interesting media vehicles inside domestic terminals (cutouts on conveyer belts and standees at strategic locations) were deployed.
To break through the clutter, Mudra Max-OOH executed a couple of innovations on marquee sites at Mahim Causeway and Juhu Koliwada in Mumbai.
The first innovation was executed at Mahim Causeway (one of the important congregation points for vehicular traffic in Mumbai), the idea was to create the NTD facebook homepage on a billboard.The way one updates their statuses, likewise there was a daily change in the status and the number of growing facebook fans on the billboard. The status updated continued for 5 days as a build up towards 'No TV Day'.
The second innovation was executed at Juhu Koliwada/Juhu Tara Road (one of main arterial roads of Mumbai). Since the core essence of NTD was 'TV Off, Mumbai On', this innovation tried to bring that alive on a billboard by showing a father–son having fun in a park. Father pushing the swing, while the kid enjoys being on it and the copy read as 'TV Off, Fun On'. The swinging movement on the billboard caught a lot of attention and was really talked about.
Like last year, Hindustan Times organised a plethora of activities on January 28, encouraging Mumbaiites to step out of their homes and explore the city they love with their family and friends.The activities ranged from school painting competition attended by around 34000 children with their parents, helicopter rides, and exclusive discount deals at more than 400 outlets in the city, heritage rides, dance workshops and many others.
Across the city, around 250 housing societies registered for the 'No TV Day Best Society' contest. A city specific treasure hunt was organised across three zones in Mumbai (Western suburbs, Navi Mumbai and South Mumbai). While 1300 participants raced against time to reach the finishing point, 3 winners were selected in each zone.
The engagement with Mumbai was sustained in the social media space as well with the 'HT Mumbai No TV Day' Facebook page and a special microsite. In just 3 weeks, 1.5 lakh new fans were added to the 'No TV Day' Facebook community taking the total strength to 2.5 lakh fans. The Facebook page also generated 6.5 million unique impressions and was the among the top branded Facebook pages in India in terms of engagement. On January 28, the strong buzz about the initiative resulted in 'No TV Day' featuring among the top trending topics nationally on Twitter.
There were various partners who joined in this initiative. These include organizations like the Railways, Prince of Wales museum, MTDC, over 300 schools etc. and brands like Surf Excel, Toyota, Lays, Micro Technologies and Scrabble.
Ajay Dang, marketing head (West and South), Hindustan Times, said, "Very few times does an initiative by a brand/newspaper become a people's movement. Hindustan Times has added an important day in the calendar of Mumbai, when the city pauses and takes time to reconnect to important relationships be it family and friends or the city that we call home."
Mandeep Malhotra, president, Mudra Max (OOH, Retail, Experiential), commented, "No TV Day is an annual property built by HT and we required to create a history connecting the brand with 'Mumbaikars'. Our aim was to establish a property better and louder than the last year's campaign. In a city dominated by competitors, it was an indispensable task to keep Mumbai 'On' for a quality life. We along with HT delivered the message effectively and took OOH from the position of a reminder medium to a call for action platform."