Hindustan Times wanted Mumbai residents to participate in No TV Day by turning off their televisions and spending time with family, to drive awareness of the idea and make it spread virally on social media. They used the hashtag #NoTVday on Twitter, engaging over 400 influencers and 35 celebrities to promote the concept, which quickly trended nationwide and worldwide with 150,000 conversations, achieving the goals of bringing the idea to life in reality and increasing brand interactions by 1200% more than usual.

1. #NOTVDAYBROUGHTALIVE!
Insights on how Hindustan Times took a concept and
instilled people to bring it to reality!

2. BRIEF
Hindustan Times Mumbai, wanted Mumbaikars to
switch off their TVs on ‘No TV Day’ and spend those precious
moments with their family…
The goals here were simple. Drive awareness, gather
support and make noise.

3. THEPLAN
So how do we Convey our purpose?
Through the most popular medium of communication where
the thought will potentially spread Viral.
Of course – Twitter!

4. ROLLOUT
Using the hashtag tag
#NoTVday, we seeded
the thought initially…
Over 400 influencers
were looped to maximize
buzz!
The idea influenced over
35 real world celebs to
participate as well!
1 2 3

5. RESULTS
The concept got
TRULY VIRAL
quick! Trended
India-Wide and
World-Wide!
150,000
conversations
brought alive the
concept into
REALITY!
Brand
Interactions
increased by
1200%
than the usual!