Lowe Lintas creates new topical ad campaigns for HT

The campaign went on air on 15th September 2010. After rebranding and re-inventing its new avatar last year, HT launched a campaign with a concept note that read-"Pause, Think and Change". Last year's concept also was based on topical themes like Swine Flu, homosexuality and meaningless journalism.

Going ahead with the same concept note, the communication has been based on topics like Commonwealth Games and reality shows. The idea of the communication coveys the message of bringing people closer for the Commonwealth Games, to look away from the corruption and concentrate on sports at the Commonwealth Games and to propose a change in the way people are putting undue pressure on young children to participate in reality shows.

There are four ads running on air currently, three of them concentrating on the Commonwealth Games and the other one on reality shows. Though the concept note is repetitive, the idea and the message is wittily entwined with a straightforward approach.

Credits

Creative : R Balki, Amer Jaleel, Deepesh Jha, Shayondeep Pal, Harpal Singh

Strategic Planning : John Thangaraj

Production house: Chrome Pictures