NO TV on 29 Jan 2011 - Disconnect to Connect

Media News

New Delhi, February 22, 2011

The much anticipated No TV Day organized by Hindustan Times on Jan 29 in Mumbai was given a rousing support by the people of the city. People turned up in lakhs in support of the clarion call by the brand which went through radio, outdoors, internet, print ads and of course the newspaper. People not only participated in large numbers in the events lined up across the day by Hindustan Times, but also build their own small celebrations from society activities to picnics.

The outdoor campaign was executed by Mudra Max's OOH arm, Primesite. In a savvy media move, it used innovative outdoor media to maximum advantage. The entire gamut of outdoor tools was put to work to kick start awareness, create excitement and have a high decibel impact. This included Billboards, BQS, DBQS, Gantries, Pole kiosks, Full train painting, train window transfers, full AC bus wraps, Bus seat backs, Station media etc. Six key billboards used backlit glow boxes to enhance the look and feel of the display. The brand logo and the NO TV DAY logo were created as backlit jut-outs. A mobile van carried a life size cut out of an LCD TV frame and a remote control and spoke of switching the TV off on 29th.

On Jan 29, Hindustan Times organized a plethora of events, from heritage trails to sailing, yoga camps to painting competitions, a 65 foot wishing tree to winning Nano cars at malls, fun carnivals and roadshows to free helicopter rides for contest winners. The finale was a spectacular 2 hour laser and fireworks show at Juhu beach. There was tremendous interest shown in the painting activity organized by HT at schools in which 18,500 students participated across 53 schools.

There were numerous groups and organizations who came out in support. The Western Railway Gallery at Churchgate, normally shut on Saturday, decided to keep the gates open and till late. The Prince of Wales Museum had special attractions for the day. Over 350+ restaurants gave away discounts. Bandra Cycle Club organized a special cycling activity. A large number of RWAs, societies and colonies created their own events.

There were plenty of celebrities supporting the cause too. While Akshay Kumar pledged support by visiting the 65 feet wishing tree at Inorbit, Malad, Amitabh Bachchan, Ajay Devgan, Deepika Padukone, Ritesh Deshmukh, Leander Paes, R Madhvan, Dia Mirza, Kiran Rao, Purab Kohli and others spoke for the cause.

Mandeep Malhotra, President, Mudra Max OOH says, "It was an outstanding success and exemplifies the kind of high impact that the right mix of an outdoor media can have. It also achieved the desired results."

According to Ajay Dang, AVP Marketing, HT Media Ltd, "The Facebook fan page of No TV Day bears testimony to the immense response the initiative has received. It has received nearly 25 lakh hits and has crossed the 1 lakh figure for number of fans. More than 2 lakh people pledged support through text messages and e-mail. Even Amul, the socio-political commentator, gave its own rendition of No TV Day through an imitation of Hindustan Times' communication on their billboards across the city."

For further information, please contact:

CMCG India

Anshul Raj

Mobile: +919029429065

Email: anshul.raj@cmcgindia.com