Hindustan Times launches’Your Gurgaon, Your Voice’ campaign

Hindustan Times initiated an OOH campaign to re-affirm the brand’s position as the No. 1 Newspaper of Gurgaon, and inform residents that HT will take up and help resolve issues that are bothering them through the campaign “Your Gurgaon, Your Voice.  To depict the motive effectively on hoarding, a microphone was used as a visual mnemonic to amplify the campaign tagline – “Your Gurgaon, Your Voice. DDB MudraMax creatively used unipoles, traffic signals, metro pillar panels and wall wraps inside office complexes of Cyber Green to advertise the campaign. On unipoles, 3-D cut outs of a microphone with acrylic backlit letters were used to increase the visibility. Additionally, a 3-D microphone was setup in Ambience mall and Infinity towers-Cyber green which drew a lot of attention.

Commenting on this, Subhashish Sarkar, Sr VP, DDB MudraMax OOH said, “Over the years, India’s Millennium City, Gurgaon, has only descended into controversy and disrepute arising from a crumbling infrastructure, apathetic administration and a general lack of security for its citizens, particularly women. This, when two-thirds of the region’s corporate governance originates out of this sprawling city on the borders of the national capital. Naturally, there has been a growing murmur of discontent among residents and daily commuters alike that needed to be heard and championed, for the administration to take notice, before it was too late. Hindustan Times, with its tradition of pro-citizen and pro-development initiatives and we at DDB Mudramax have been proud to partner in these initiatives for close to a decade now. Once entrusted with the brief of communicating the ‘Your Gurgaon, Your Voice’ initiative, the team dedicated to the account swung into action, scouting suitable media to host the icon for the initiative – a super-sized microphone at all major intersections, carriageways and malls with heavy convergence. Scarcity of media in Gurgaon made for a challenging job, but in the end, a robust visibility was assembled at all key locations and the installation suitably amplified with innovations to drive the message strong and clear. We are happy to have been there for Hindustan Times and the people of Gurgaon.”