Hindustan adopts a fresh look; revamps content philosophy

Hindustan Media Ventures repositions Hindustan with a refreshed main edition and a portfolio of supplements.

Starting April 12, Hindustan, the Hindi daily, will bear a new look and a new content philosophy, 'Tarakki ko chahiye naya nazariya'.

The idea behind the new positioning stemmed from a consumer insight carried out by the daily, and is the guiding principle behind the re-launch.

As part of the revamp process, the daily has added a few supplements to its product portfolio, which includes a women's magazine, a personal finance supplement, and new columns by distinguished writers -- all geared towards delivering on the core proposition of 'Tarakki' for the reader.

A team led by the international designer Mario Garcia, undertook the re-designing of the newspaper. Mario has worked for more than 500 newspapers across the globe, in a career spanning 40 years.

In an official communiqué, Amit Chopra, chief executive officer, Hindustan Media Ventures Limited (HMVL), says, "In our efforts to deliver a superior product experience, we innovate continuously and that's what has led to this refreshed product. Designed by Garcia, the product has been carefully planned, with a content philosophy that mirrors the core proposition of the brand."

The fastest growing daily in the country has chosen its 75th anniversary as the occasion to take this step.

Rajan Bhalla, head, marketing, strategic businesses, HT Media, says, 'It's a scintillating new product portfolio, which will raise the bar on reader expectations while taking the core proposition of the brand forward. 'Tarakki ko ...', is the articulation of our brand positioning. Based on a powerful consumer insight, it takes on the challenge of empowering the reader and the society with information which is relevant, rich with perspective, and a path to progress. Our campaign also drives this core proposition of 'Naya Nazaria' through multiple executions, which will surely strike an emotional chord with our readers."

HMVL is the publisher of Hindustan newspaper, Hindi magazines Nandan and Kadambini, and the news website livehindustan.com.