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News channels undertake moment marketing on PM’s clarion call
MUMBAI: News channels across genres cashed in on prime minister Narendra Modi’s clarion call to light a lamp as a collective show of resistance to fight the COVID-19 pandemic, by broadcasting special programmes or participating directly in the initiative.
On Friday, PM Modi, during his address to the nation, urged countrymen to demonstrate a collective will to fight COVID-19 by switching off all lights at home and lighting a lamp, candle or turning on the mobile phones’ flashlight on 5 April, Sunday, at around 9 pm for nine minutes.
Lighting up a lamp or candle is considered auspicious: an end of darkness. The prime minister had termed the virus as ‘darkness that engulfs us all’. And, only a collective strength will help the nation to come out of the pandemic, he said during his 11-minute message.
Almost every news channel across the genre came up with the #hashtag campaign and tried to be different from one another. The most eye-catching one was of ABP News Network’s Hindi news channel ABP News’ #9MinuteKiDiwali and #9PMDiwaliAtABP. The channel placed a timer above the bottom band on the left-hand side of the screen for nine minutes.
Times News Network’s English news channel Times Now had the same strategy, but it wasn’t about the nine minutes, but to make viewers aware as to when to participate in the event. The moment the clock struck 9:00 pm at the clock, the timer disappeared from the channel.
Moreover, the network’s news and English entertainment channels curated a special content line-up on-air and across social media, urging viewers to rise to the occasion. It was at the forefront of the event’s coverage with live programming, special guests and ground reports.
The parent channel of the group, Times Now, with #DiyaJalaoBharatJodo initiative, delivered a comprehensive coverage with live inputs reflecting the mood of the people across the nation and hosted a panel of eminent doctors, who answered the callers’ doubts and concerns about the virus.
The network’s business news channel, ET Now, rolled out the special coverage under ‘The 9 PM pledge’. And, another English news channel, Mirror Now, hosted a special show featuring Usha Uthup, Bappi Lahiri and Sonu Nigam, who cheered the viewers with their delightful music.
Similarly, Network18’s Hindi news channel News18 India also had a two-hour special programming line-up Ek Diya Desh Ke Naam. Celebrities such as yoga guru Baba Ramdev, musicians Salim Sulaiman Merchant and singer Harshdeep Kaur, among others, participated. They discussed the power of 130 crore Indian coming together and fighting for a collective cause.
To show maximum coverage of the event, the channel deployed 100 reporters across 100 cities who tried to capture the Indian spirit of camaraderie and strength amid the fight against the pandemic.
Unlike taali Bajao, thaali bajao initiative, TV Today Network kept itself low in terms of campaign and special programming. The network’s both English and Hindi news channels, India Today and Aaj Tak, had #9Baje9Minute hashtag running on TV screens just like #5Baje5Minute during Janta Curfew.
Though there wasn’t any special programming, India Today had a live chat with singer Shibani Kashyap, who sang a self-composed song on the COVID19 during those nine minutes. Aaj Tak showed visuals of people participating in the initiative along with union ministers and Bollywood celebrities.
Going a step ahead that could be termed as moment marketing, Republic Media Network’s English and Hindi news channels, Republic TV and Republic Bharat, switched off their newsroom’s light and each employee was seen holding mobile phones with the flashlight on. The group’s editor-in-chief Arnab Goswami anchored a live show in the dark with only his face being lit up.
Similarly, TV9 network’s Hindi, Marathi, and Gujarati news channels followed suit by switching off their newsroom’s light and making employees hold mobile phones with the flashlight on for nine minutes.
Zee Entertainment Enterprises’ all-Hindi news channels had almost the same programming with the screen divided into four equal parts, one showing anchor, other had yoga guru Baba Ramdev doing Homa at Ganga ghat, third had visuals of people holding lit up lamps and fourth were showing visuals of union ministers participating in the initiative called by the prime minister.
This is the second such event called out by Modi. An exact fortnight ago, the prime minister during one-day Janta curfew urged citizens to either clap or bang utensils (taali bajao, thaali bajao), as a tribute to the heroes who are fighting this deadly virus from the frontline.
NEW DELHI: Hamdard Laboratories gathered a cross-section of India’s achievers in New Delhi on Friday, handing out the Hakeem Abdul Hameed Excellence Awards to figures who have left their mark across healthcare, education, sport, public service and the arts.
The ceremony, attended by minister of state for defence Sanjay Seth and senior officials from the ministry of Ayush, celebrated individuals whose work blends professional success with a sense of public purpose. It was as much a roll call of achievement as it was a reminder that influence is not measured only in profits or podiums, but in people reached and lives improved.
Among the headline awardees was Alakh Pandey, founder and chief executive of PhysicsWallah, recognised for turning affordable digital learning into a mass movement. On the sporting front, Arjuna Awardee and kabaddi player Sakshi Puniya was honoured for her contribution to the game and for pushing women’s participation onto bigger stages.
The cultural spotlight fell on veteran lyricist and poet Santosh Anand, whose songs have echoed across generations of Hindi cinema. At 97, Anand accepted the honour with characteristic humility, reflecting on a life shaped by perseverance and hope.
Healthcare honours spanned both modern and traditional systems. Manoj N. Nesari was recognised for strengthening Ayurveda’s place in national and global health frameworks. Padma shri Mohammed Abdul Waheed was honoured for his research-backed work in Unani medicine, while padma shri Mohsin Wali received recognition for his long-standing contribution to patient-centred care.
Education and social development also featured prominently. Padma shri Zahir Ishaq Kazi was honoured for decades of work in education, while former Meghalaya superintendent of Police T. C. Chacko was recognised for public service. Goonj founder Anshu Gupta received an award for his dignity-centred rural development initiatives, and the Hunar Shakti Foundation was honoured for empowering women and young girls through skill development.
The Lifetime Achievement Award went to former IAS officer Shailaja Chandra for her long career in public healthcare and governance, particularly in the traditional systems under Ayush.
Speaking at the event, Hamdard chairman Abdul Majeed said the awards were a tribute to those who combine excellence with empathy. “These awardees reflect Hakeem Sahib’s belief that healthcare, education and public service must ultimately serve humanity,” he said.
Minister Seth struck a forward-looking note, saying India’s young population gives the country a unique opportunity to become a global destination for learning, health and wellness by 2047.
The ceremony also featured the trailer launch of Unani Ki Kahaani, an upcoming documentary starring actor Jim Sarbh, set to premiere on Discovery on 11 February.
Instituted in memory of Unani scholar and educationist Hakeem Abdul Hameed, the awards have grown into a national platform that celebrates those building a more inclusive and resilient India. For one evening at least, the spotlight was not just on success, but on service with substance.
