MAM
‘HT Next’ launches with an eye on youth
NEW DELHI: In a bid to open up another segment of the market and readership, Hindustan Times on Monday launched a daily newspaper, called HT Next, aimed at the youth.
Priced at Rs 1.50, HT Next is targeted at those who are in their mid-teens and early 20s, which could also include non-working adults.
Speaking to indiantelevision.com, Hindustan Times vice-president
(marketing), Anand Bhardwaj, said, “The paper has been launched after research work carried out three months ago amongst youth where it was highlighted that the youth of the country want less of politics and stock reports and more of ‘their’ kind of news.”
The areas that mainstream newspapers did not cover adequately, youth felt, included news from around the world (on topics like terrorism, for instance), about the real world and those on science and technology and travel. The youth also wanted a lot of interactivity, Bhardwaj said, adding that this is also being addressed.
That’s why the two issues that have come out till now have write-ups on varied topics like planet Saturn and a history of Rolls Royce, amongst others.
Pointing out that the basic aim is to have a product “more sharply focused” at the youth, Bhardwaj said that the separately priced newspaper would not be much of a burden on a household that already gets Hindustan Times.
The new paper has been launched with a print order of 40,000-odd copies, but the target is to up the circulation to approximately 70,000 in the next couple of months.
The 16-page newspaper for the youth, launched just ahead of summer vacations, would see hectic activity once the schools reopen after the holidays. “But the initial feedback that we have received from readers on the two issues has been positive,” Bhardwaj said.
Though the HT marketing team is not willing to spell out the details of the promotional activities, but the traditional route of radio, print and outdoor advertising would be taken for publicity.
“We are not looking at the TV medium at the moment, but would have HT Next ads placed in magazines like Reader’s Digest and Competition & Success Review (journals that are read by a majority of youth, presumably),” Bhardwaj pointed out.
The advertising space in HT Next would be sold separately as also as a package with Hindustan Times, but the separate ad rates have not yet been finalized.
“We feel that all those advertisers who would want to target the youth (like the cola companies) would also be interested in HT Next,” Bhardwaj said.
But considering similar products had been launched by other media
organizations — some in the magazine format — and were unable to sustain for a long period of time, a question mark would always hang over HT Next’s long-term future.
MAM
Barista partners Ginny Weds Sunny 2 with mango campaign
Cafe chain blends cinema buzz with summer menu and 20 per cent offer.
MUMBAI: Love may brew slowly, but marketing clearly doesn’t especially when coffee meets cinema and mangoes steal the spotlight. Barista Coffee Company has partnered with the upcoming hindi film Ginny Weds Sunny 2 as its official beverage partner, in a move aimed at tapping into youth culture through entertainment-led engagement. The collaboration is not just a logo placement exercise. Instead, Barista is translating the film’s high-energy vibe into its cafés with a themed summer menu titled “Main Hoon Mango”, accompanied by a limited-period 20 per cent discount on combo offerings across outlets.
Actors Medha Shankr and Avinash Tiwary feature in the campaign, seen engaging with the mango-themed menu inside Barista cafés, a visual cue designed to blur the lines between reel and real-life consumption moments.
The strategy reflects a broader shift in how consumer brands are leveraging hindi film industry not just for visibility, but for immersive, on-ground engagement. By embedding the film’s narrative into its product experience, Barista is aiming to drive footfall, especially among younger audiences who increasingly seek experiential touchpoints over traditional advertising.
Barista Coffee Company CEO Rajat Agrawal described the partnership as both a branding and growth play, focused on expanding reach beyond the existing customer base and aligning with evolving consumer preferences.
The emphasis on a seasonal, flavour-led hook mango, one of India’s most culturally resonant ingredients adds a timely layer to the campaign, aligning with summer consumption trends while riding on the film’s promotional momentum.
For Barista, the move is part of a larger positioning shift. Rather than operating purely as a coffee retail chain, the brand is increasingly framing itself as a lifestyle destination, one that intersects with entertainment, conversation and shared experiences. By integrating cinema into its physical spaces, Barista is effectively turning cafés into micro-extensions of the film’s universe, where consumers do not just watch a story unfold but participate in it sip by sip.
The 20 per cent offer further nudges trial, lowering the barrier for consumers to engage with the themed menu while amplifying recall through a tangible incentive.
Brand-film collaborations are hardly new, but their execution is evolving. Where earlier partnerships relied on co-branded ads or product placements, the current playbook leans towards immersive storytelling and retail integration.
In that sense, Barista’s “Main Hoon Mango” push is less about promotion and more about participation inviting consumers to experience a slice of the film within a familiar, everyday setting. As the film industry continues to act as a cultural amplifier, such partnerships underline a growing truth, in today’s attention economy, it is not enough to be seen brands must be experienced.
And if that experience comes with a mango twist and a cinematic backdrop, all the better.
