MAM
HT Media attacks TV news in its new film
The HT Media Group has relaunched its flagship brand Hindustan Times in an all-new digital-first avatar. The English daily, with a legacy of over 96 years and a total readership of eight million across India (TR, IRS Q4’19), has undergone a complete re-design that addresses the multi-platform shareable news consumption habits of today’s generation, particularly the millennials.
The refreshed HT product portfolio, including HT City and Brunch, is replete with elements that offer seamless print to digital integrations. It further gives the readers more than what is available on just the print medium via QR Codes, video pointers, links to podcasts and photo galleries that direct the readers to HT’s digital platforms to experience, engage and express more.
In terms of the new design elements, HT has launched its new logo that is classic yet contemporary, evoking the credible legacy that the brand brings to its modern-day readers. The thoughtfully crafted crest captures the journey of the brand from ‘quill to cursor’ and the values the brand has embodied since its inception in 1924 – ‘Clarity and Credibility’.
HT has also unveiled its new positioning – First Voice, Last Word. It represents the ethos of the brand with its continued promise of credible journalism, especially in today’s information-addled world. While the First Voice alludes to its digital-first agile approach, which is always the first to raise issues faced by the citizens today, the Last Word captures the essence of journalistic excellence associated with a credible, trusted and respected news brand.
Dentsu Impact, the creative agency from the house of Dentsu Aegis Network (DAN) India, has worked on the integrated campaign of the relaunch. The campaign maintains a sharp millennial focus in the messaging and design contours.
The campaign film showcases a young woman addressing to the camera about how the audiences today are being fed with broken news that does not make anyone wiser. She attacks the format in which the news stories are broken, discussed and disintegrated on social media platforms, and debated further in evenings leaving anything but the truth aside. Towards the end, she brings to fore the HT’s positioning of ‘first word and last voice’.
“The media landscape has undergone an immense transformation in the past decade and despite the testing times, Hindustan Times continues to make strides as a market leader to give the ‘news consumers’ what they are seeking and how they are seeking it. This refreshed product fits the fast-paced, knowledge-seeking needs of the millennials without alienating the older generation who are also fast adapting to the new ways of news consumption. We are extremely excited about this new offering and are certain that this raises the bar for the news industry in our country” said HT Media Ltd group CMO Rajan Bhalla.
Dentsu Impact CCO Soumitra Karnik added, "Our focus was to make this campaign around the brand new format of HT; not just the design part of it but the core idea of becoming the most authentic news source available to its subscribers across all platforms. The new generation of news seekers are seeking absolute truth in the news they consume. They are tired of sensationalism; they are asking hard questions about the current state of journalism and they are expressing themselves freely and fearlessly across all platforms. And It is this relentless quest for the truth that we have tried to bring to life through a hard-hitting and thought-provoking narrative, voiced by the young and impactful social commentator, Aranya Johar – a representative for the responsible and aware millennial. The all-new HT is a fantastic product. The newspaper is interactive that impeccably integrates the print-to-screen reading experience.”
Brands
Safex Group appoints Richa Malhotra as group chief financial officer
Former Standard Chartered executive to steer finance
NEW DELHI: Safex Chemicals has appointed Richa Malhotra as group chief financial officer, strengthening its leadership team as the company prepares for the next phase of expansion in specialty chemicals and global agrochemicals.
In her new role, Malhotra will lead the group’s financial strategy, capital architecture and governance framework as Safex scales operations across multiple verticals including branded formulations, specialty chemicals and contract manufacturing.
A chartered accountant and graduate of Shri Ram College of Commerce, University of Delhi, Malhotra brings more than two decades of experience in business finance, strategic planning, corporate banking and client management.
Before joining Safex, she served as executive director, financial markets at Standard Chartered, where she led teams across India and Sri Lanka and worked closely with large corporates, global subsidiaries and commercial banking clients. Her expertise includes capital structuring, treasury operations, risk management and financial markets led financing solutions.
Safex Group promoter director and joint managing director Piyush Jindal, said the appointment comes at a pivotal time for the company. “Safex stands at an inflection point as we build an integrated platform across branded formulations, specialty chemicals and contract manufacturing. Richa’s experience across global financial institutions will strengthen our financial discipline and help unlock value across the group,” he said.
Malhotra said she was looking forward to contributing to the company’s next chapter of growth. “Safex has built a strong reputation over 35 years with its focus on integrity, innovation and agricultural insight. I am excited to be part of the organisation as it expands its footprint in India and global markets,” she said.
The appointment comes as Safex continues to strengthen its financial foundations and scale operations internationally, positioning itself for future growth milestones.
