HT takes hyper-local route with Noida Special

Hindustan Times (HT) has launched a customised version called Noida Special, which will have increased coverage of local issues relevant to residents of Noida and Greater Noida. The paper will initially carry a special series covering the USPs of Noida, which the Noida residents are proud of. This will be followed by a survey on specific civic issues on February 24.

HT is running an impactful multi-media campaign to promote Noida Special. It has rented several prime sites across Noida for its outdoor campaign. Along with a print campaign, there are also plans for an on-ground activation in a multiplex.

As a part of the campaign, a Citizen's forum, HT Noida First Conclave, was organised. It invited key electoral candidates to participate in a dialogue with prominent citizens of Noida. Also, a series of cultural events saw the participation of some of the biggest names from the music industry.

As informed to afaqs by the media house, while the page count hasn't been decided, the paper will cover different aspects of Noida - from arts and culture to issues related to infrastructure, law and order and civic affairs. However, recognising their interest in Delhi, the keys updates from the Capital may also be included.

"Hindustan Times has been the voice of Delhi for the last 87 years. With the city's expansion into Gurgaon and Noida, we've gone hyper-local and tried to give our readers a flavour of the entire National Capital Region. The renewed focus on Noida is a step towards helping the city realise its potential," says Sanjoy Narayan, editor-in-chief, Hindustan Times.

Bhanja adds, "Our Noida-focused approach, in which we will take up news stories and issues that matter to the residents of Noida, will benefit both readers and advertisers."

The media house claims that the demand for the number of copies is increasing on a daily basis.