Hindustan Times has unveiled a fresh initiative #HTSalutes in collaboration with Dentsu Impact during the ongoing COVID-19 lockdown with the key objective of paying tribute to the heroes that are currently in the line of duty during the nationwide lockdown. This integrated campaign across film, print and digital media recognises the brave efforts of the medical fraternity, police force, sanitation workers, essential service providers, journalists and newspaper vendors.
Executed by the Hindustan Times’ editorial team and Dentsu Impact, the campaign drives a simple message that today most of us are safe inside our homes because some have chosen to step out. The campaign has already reached over 12 million people on social media and has garnered over 3.5 million views on Facebook, YouTube and other platforms within two weeks of its launch.
Speaking about the campaign, Rajan Bhalla, Group CMO & Chief Business Officer, HT Media said: “Hindustan Times always steps forward to serve the nation through credible news via responsible journalism — and this campaign recognizes all professionals, groups and communities embodying the same responsible value.” He added, “HT salutes our real heroes who put the nation first before self and risk their lives in an effort to contain the pandemic. These warriors have taken the lead in boldly stepping forward in the fight for a better tomorrow. We will cover seven core constituents (medics, journalists, police, essential service providers, SMEs providing necessary life-saving equipment, chemists, groceries) under the programme. After all most of us are safe at home because some have chosen to step out.”
Soumitra Karnik, CCO, Dentsu Impact said, “The idea was to not just recognise the brave efforts of certain professionals, but also to capture the emotional angle of how safe people are feeling at home because of these brave efforts. The film and print ads have been designed to connect with everyone emotionally.”
Amit Wadhwa, President, Dentsu Impact added: “As we’ve never witnessed a crisis like this before, it is more imperative to honour those who are battling it out there every single day. Communications like these will only help strengthen the nation’s morale and we are extremely glad to have partnered HT in this venture.”
Client: Hindustan Times
Group CMO & CBO, HT Media- Rajan Bhalla
Vice President, HT Marketing- Aparna Bhawal
Creative Agency: Dentsu Impact
President: Amit Wadhwa
Chief creative officer: Soumitra Karnik
Chief films officer: Suprotim Day
Creative Team: Ankur Garg, Debanjan Basak, Kanav Sharma
Account Management: Hindol Purkayastha, Sunil Singh, Udisha Priyadarshini, Palak Mehrotra
Films: Kriti Khandelwal