Hindustan, the Hindi daily from the HT Media Group has launched a brand campaign asking couples across the country to take the #aathwaphera, one that calls for equality between the man and the woman, timed perfectly around Karwachauth.
The campaign: Elaborating on the campaign, Rajan Bhalla, CMO, HT Media Group, says, “Hindustan is a progressive brand, and believes that new perspectives have the power to bring about positive change in the society. Aathwa Phera is an initiative that will connect deeply, emotionally and evangelize the core brand positioning of Tarraki Ka Naya Nazariya. Most importantly it will bring home the message of gender equality in the society.”
Marketing Mix: Saurabh Sharma, National Marketing Head, Hindustan says, “We will be promoting this campaign across the Print medium, Television, Digital and on Radio as well. If you look at our region of operation, i.e. UP, Bihar, Jharkhand, Uttarakhand and some parts of Delhi NCR, it is not that a woman’s aspirations here are not as high as that of someone in the metro. She wants to be treated like an equal too but just hasn’t got her due. The whole essence of the campaign was to attack this.
The action: Sharma says, “We thought that there is so much being talked about women empowerment, but the data doesn’t show any real progress. So we started off with a plain, simple approach that we would want people to do something, take some action which goes beyond lip service and in this case that action is a vow. And the numbers are speaking for themselves. We are seeing an overwhelming response
in terms of the kind of positive comments that are pouring in.”