Local Goes Vocal: How Hindustan Times Gave South Delhi Its Voice

Local Goes Vocal – Giving South Delhi a Platform to Speak

Conceptualised and executed during my stint at Lowe Lintas, Gurgaon

In an era before hyperlocal apps became mainstream, we for Hindustan Times carved out a niche as a first mover in the hyperlocal news space. I was part of the team that brought the “Local Goes Vocal” campaign to life—an initiative that gave South Delhi residents a voice and local advertisers a targeted, high-impact platform.

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Campaign Objectives

• Be the Voice of South Delhi: Represent the concerns, passions, and pulse of the people in the region.
• Create a Lifestyle-Led Local Ecosystem: Build a bridge between reader interests and advertiser needs within South Delhi.
• Launch a Dedicated Local Edition: Roll out a special HT South Delhi edition with two dedicated pages for hyperlocal news and advertising.

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The Idea

To amplify this local-first initiative, we launched “Local Goes Vocal”—a campaign that gave people the space to voice opinions, share grievances, spotlight hidden gems, and celebrate community wins.
It wasn’t just about news—it was about belonging.

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Why It Worked

• Hyperlocal Before It Was Cool: This was 2013—well ahead of hyperlocal apps. HT became the first media brand to champion neighborhood journalism at scale.
• 360° Visibility: Outdoor, print, in-paper activations, digital contests, and local events ensured that the campaign was seen, heard, and shared.
• Reader Participation: With initiatives like the Click-O photo contest, the campaign encouraged citizen contribution and content creation.
• Cultural Relevance: The content covered what mattered—food, lifestyle, health, local heroes, community problems, and more.

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Key Outcomes

Metric	Result
Revenue Growth	800% increase in local advertising
Circulation Surge	+82,000 copies sold in South Delhi alone
Engagement	1000+ photo entries in 3 weeks via Click-O contest
Digital Reach	100,000+ video views for campaign promos
Local Impact	Sparked conversations, activism, and community pride

Final Thought

Local Goes Vocal was more than a campaign—it was a public movement powered by media.
As someone involved from concept to execution, I saw firsthand how deep local connection can create real brand love, lasting impact, and tangible business growth.