Hindustan Times Friday Jam: Turning Print into Pulse at DLF CyberHub

Hindustan Times Friday Jam

Where the Weekend Begins with a Beat

As part of the team at Lowe Lintas, I had the opportunity to contribute to the ideation and development of Hindustan Times Friday Jam—a campaign that successfully transformed a traditional media brand into a vibrant cultural experience.

The Idea

The goal was to transition HT City from a passive weekend supplement into an interactive lifestyle brand. We wanted people to not just read the weekend edition—but live it.
By turning DLF CyberHub into a weekly live music destination, we created a consistent platform for community engagement, youth culture, and brand immersion.

Campaign Objectives

• Brand Engagement & Footfall: Position Hindustan Times and HT City as youth-forward lifestyle brands through buzzworthy live events

• Audience Activation: Move beyond print/digital to on-ground, in-person cultural experiences

• Weekend Programming: Establish Friday nights as a weekly ritual of music, energy, and urban connection

• Cultural Credibility: Reposition HT City as a catalyst for local music, art, and expression

Why It Worked

• Iconic Venue: DLF CyberHub was the perfect high-traffic, high-visibility launchpad

• Powerful Artist Lineup: From Palash Sen and Indian Ocean to MC Square and emerging indie acts—every performance brought a different vibe

• Free Entry, Premium Experience: Open to all, yet curated with top-tier production values

• Shared Moments: The events quickly evolved into social celebrations, sparking dance circles, encores, and viral buzz

• Strong Media Amplification: Coverage in HT City + widespread digital sharing created a 360° experience across platforms

Key Outcomes

• Thousands in weekly footfall

• Repeat engagement and growing community following

• HT Media elevated as a youth-savvy, experiential brand

Awards & Recognition

Goafest ABBY Awards 2015 – Bronze

• Category: Best Publishing Brand Activation

• Recognized for bringing editorial to life through immersive real-world interaction

  Goafest ABBY Awards 2016 – Silver

• Category: Best Marketing of a Printed Newspaper/Edition

• Celebrated the seamless integration of print, performance, and platform-based engagement

The Final Beat

Friday Jam wasn’t just an event series—it was a movement.
It helped HT Media step beyond the page and into the pulse of the city. With minimal spend but maximum cultural impact, it remains a benchmark for experiential publishing campaigns in India.