HT Media Group’s business daily, Mint, is celebrating its seventh anniversary this month with the launch of a new campaign. The campaign, launched on February 3, has been designed by Equus.
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Talking about the Mint story, Rajan Bhalla, CMO, HT Media, said, “Before the inception of Mint all our efforts were in the direction of putting together a differentiated business daily which was fresh, clear minded and straightforward while being extremely credible and well-rounded in its analysis of the business world. That’s how the product was born, exemplifying the concept of `innovation’. It is this line of thinking that provoked the name of the paper as well – ‘Mint’. Our readership numbers, and the loyalty of our readers over these past 7 years, validates that we have been successful in providing ‘Refreshing Clarity in Business’, which is what we aim to continue doing.” The new campaign looks to build on this promise.
Swapan Seth, chairman, Equus, said, “The entire idea was to create a campaign that would do three things. To stand out from the clutter of news brand advertising; constructed on the brand values and One that could only uniquely belong to the brand Mint. Which is why, we used Mint leaves to demonstrate the values that the brand stood for and also to appropriate the properties of mint leaves and marry them seamlessly to the brand's benefits."
The campaign will run for duration of three months across print, digital and radio mediums.
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