On International Yoga Day, Hindustan, India’s second largest daily, used its widespread network across cities to actively engage its readers with practising yoga and understanding its benefits for a healthy lifestyle accompanied with a first-of-its kind print innovation.
The On-ground activations organised by Hindustan included 12 Yoga camps across 5 key cities of UP & Bihar, registering a turnout of 10,000+ participants. Each camp was witness to people actively engaging in Yoga sessions and making a commitment towards adopting a healthy lifestyle. Starting at 6 AM, the events saw several Yoga enthusiasts across age groups perform various aasanas under the guidance of professional Yoga instructors. At each camp, Hindustan created multiple touch points to interact with its readers in a unique manner.
In print, Hindustan innovatively used the center spine of the paper to re-create a seamless double spread for Yoga day that presented the readers with a unique experience.
Talking about the initiative, Rajan Bhalla, Group CMO, HT Media Ltd., said, “At Hindustan, our readers are at the core of all our efforts including print innovations, digital interactions and on-ground engagement. We always strive to raise the benchmark and give more to our readers. The Yoga day celebration was another example where Hindustan stayed true to its core brand promise – Tarakki Ka Naya Nazariya, and innovatively engaged its readers through multi-platform reader interactions to encourage a healthier lifestyle.”