This advertisement was published by Viu.com, a popular video streaming platform, in the Hindustan Times, Delhi Edition on 29 August 2017. The ad promotes the Viu app with the catchy and youthful tagline “Kaafi Feels Bro”, inviting readers to download the app and enjoy free video streaming content. By advertising in Hindustan Times, Viu strategically tapped into the newspaper’s vast urban readership to drive app downloads and build brand awareness among Delhi’s large population of young, digitally active consumers who are passionate about entertainment.
About This Advertisement
Viu’s advertisement in Hindustan Times is a compelling example of how digital and technology brands use traditional print media to amplify their reach beyond purely online channels. In 2017, the OTT (over-the-top) streaming industry in India was witnessing explosive growth, with multiple platforms competing intensely for user attention and app downloads. Viu’s decision to run a print campaign in Hindustan Times with the bold, colloquial phrase “Kaafi Feels Bro” was a deliberate effort to connect with younger audiences in an authentic, relatable voice while leveraging the newspaper’s massive household reach to introduce the brand to consumers who might not have encountered it through digital advertising alone.
The offer to watch content for free was a powerful incentive designed to lower the barrier to app adoption, encouraging readers to download and try the platform without any financial commitment. This freemium advertising strategy, communicated through a high-reach print publication, reflects a sophisticated understanding of how to combine the trust of traditional media with the accessibility of digital entertainment.
About Viu Streaming Platform
Viu is an OTT video streaming service operated by PCCW Media, a subsidiary of Hong Kong-based PCCW Limited. At the time of this advertisement, Viu had established a significant presence across Asia including India, offering a rich library of Korean dramas, Indian web series, regional language content, and international shows to its users. The platform was available on Android and iOS devices and was positioned as a free, ad-supported streaming service with optional premium subscription plans for ad-free viewing. Key highlights of the Viu platform included:
- A large and diverse content library including Korean dramas, Indian originals, and international entertainment
- Free access to a wide range of content with no mandatory subscription or payment required
- Available on smartphones and tablets through a simple app download on Android and iOS platforms
- Localised content with subtitles in multiple Indian languages for a personalised viewing experience
- Regular addition of new shows and episodes to keep the content library fresh and engaging
- Optional premium subscription for ad-free viewing and access to exclusive content
Why Digital and Technology Brands Advertise in Hindustan Times
At first glance, it might seem counterintuitive for a digital streaming platform to advertise in a print newspaper. However, brands like Viu consistently invest in newspaper advertising for several well-considered strategic reasons:
- Hindustan Times reaches millions of urban households in Delhi and NCR daily, providing mass awareness that digital advertising alone cannot match in terms of household penetration
- Print advertising builds credibility and perceived legitimacy for digital brands, especially among consumers who may be new to app-based entertainment services
- A large proportion of Hindustan Times readers are young urban professionals and college students who are precisely the target demographic for OTT streaming platforms
- Newspaper advertising creates a strong top-of-mind recall effect that reinforces digital campaigns running simultaneously on social media and online platforms
- The physical presence of a newspaper advertisement means the brand message is seen repeatedly by multiple members of a household throughout the day
- Reaching readers who are in a relaxed, receptive state during their morning newspaper reading creates a positive brand association
- Full-colour display ads in Hindustan Times allow technology brands to use bold visuals and creative messaging to grab reader attention effectively
The Rise of OTT Advertising in Print Media
The year 2017 marked a pivotal period for India’s OTT streaming industry. Platforms including Viu, Hotstar, Netflix, Amazon Prime Video, and ALTBalaji were all competing aggressively for subscribers and active users. In this intensely competitive environment, multi-channel advertising strategies that combined digital campaigns with print media placements in publications like Hindustan Times became increasingly common. Print advertising offered OTT brands the following specific advantages during this growth phase:
- Ability to reach older household members and decision-makers who might introduce the platform to younger family members
- A high-trust environment that helped newer platforms establish credibility among consumers cautious about downloading unfamiliar apps
- Geographic precision that allowed platforms to target specific city markets where smartphone and internet penetration was highest
- Cost-effective mass awareness at a time when digital advertising costs were rising rapidly due to intense competition among streaming platforms
Advertising Options Available in Hindustan Times
Hindustan Times offers a wide range of advertising formats that are well-suited to technology companies, app-based platforms, and digital entertainment brands looking to build consumer awareness and drive engagement.
Full Page and Half Page Display Ads
For maximum visual impact and brand presence, full page and half page display ads are the preferred choice for established brands running major campaigns. These formats provide ample space for creative visuals, product screenshots, taglines, and app download calls to action that are essential for technology and entertainment advertising.
Quarter Page and Strip Ads
Quarter page and strip ads are effective for brands looking to maintain regular visibility throughout a campaign period without the investment required for larger formats. These are particularly useful for ongoing app download campaigns and seasonal content promotion drives.
Front Page and Premium Positions
Front page strips, jacket ads, and back page placements guarantee that the advertisement is among the first and most noticed content in the newspaper. For OTT platforms launching new content or running limited-time free access campaigns, these premium positions offer the highest impact per publication.
Supplement and Feature Advertising
Hindustan Times supplements such as HT City and HT Brunch attract a young, entertainment-focused readership that closely aligns with the target audience for streaming platforms like Viu. Advertising in these supplements places the brand in the most contextually relevant environment possible, reaching readers who are already in an entertainment and lifestyle mindset.
Classified Display Ads
For smaller scale promotions or targeted campaigns in specific sections of the newspaper, classified display ads offer a budget-friendly option with the ability to include brand imagery and messaging in a compact format.
How to Book an Advertisement in Hindustan Times
Whether you are a digital startup, an established technology brand, or any other business looking to reach consumers through Hindustan Times, booking an advertisement is a quick and convenient process that can be completed entirely online. Here is an overview of the steps involved:
- Choose the Hindustan Times edition that best covers your target city or region
- Select the ad format and size that matches your creative requirements and campaign budget
- Upload your pre-designed advertisement creative or compose the ad content directly through the online platform
- Choose your preferred publication dates and confirm the booking details
- Complete payment securely online and receive an instant booking confirmation
If you are a technology company, app developer, entertainment platform, or any other brand looking to build awareness and drive consumer action through Hindustan Times, you can book your Hindustan Times advertisement online at competitive rates and without needing to visit any office or agent. To make the most informed decision about formats, editions, and budgets before placing your order, it is a good idea to first check the current Hindustan Times advertisement rates and identify the option that offers the best reach and value for your specific campaign objectives.
