Hindustan Times, Mumbai has initiated a drive to encourage Mumbaikars to shun their television sets and take on other interesting activities on that day.
Mumbaikars are being encouraged not to be just couch potatoes, but to do something meaningful. Hindustan Times has launched a campaign to promote the cause. Declaring January 29 as the 'No TV Day', HT Mumbai has kick-started a campaign that aims to build awareness about the D-Day.
The campaign aims to instigate the city dwellers to switch off their television sets and do something worthwhile and memorable. In order to encourage more people to take up the cause, HT Mumbai has lined up a host of activities for that day, ranging from free helicopter rides over the city to painting competitions for school children, exclusive discount deals with about 100 restaurants in the city, laser and fireworks shows, entertainment activities, heritage rides in south Mumbai, and many other interesting activities.
Says Ajay Dang, marketing head (West and South), Hindustan Times, "We want to celebrate January 29 as a day to explore and enjoy the sights and pleasures that Mumbai offers. A day when we are encouraging Mumbaikars to create their own special day."
The group plans to make Mumbai's first ever 'No Television Day' a yearly affair. HT is in talks with several government agencies and has also tied up with many other brands.
To promote this initiative, the English daily kick-started an outdoor campaign on January 15.