The all-new children’s magazine from

The Hindu: An Overview

• With a rich history of more than 135 years, The Hindu is one of the largest and

most respected newspapers in India.

• It has always stood out for balanced news presentation, award-winning reporting

and an independent editorial stand.

• Over the years, The Hindu has become a byword for credibility and sobriety,

winning the respect and loyalty of readers from one generation to the next.

Young World: A Look Back

• Launched in 1990 as a supplement for children, distributed along with The

Hindu, on Tuesdays

• Presented to children a happy world of short stories, comics, quizzes and

artwork

• Two generations of young readers have celebrated childhood with Young

World

• Every Tuesday was fun-filled day with Young World

Young World: A Look Back

Pages from the archives of Young World

Why a Magazine?

• As a supplement, Young World covered not only news but also various other activity-based

pieces.

• Formerly, Young World was distributed as an all-India supplement along with The Hindu – not

every household, however, would have children

• Therefore, a dedicated product targeting children, with enhanced content, would inculcate the reading

habit from a young age and make learning a fun and joyful experience.

• With the school edition of The Hindu (The Hindu in School) being offered to older children in the

age group of 12-17 years, the addition of Young World to the product basket would further

diversify the product offering of The Hindu Group, right from the age of 6 years.

The all-new Young World

• Launched as an all-new children’s magazine on July 18th, 2014

• As a fun-filled 16-page tabloid for bright young minds

• Printed in attractive glazed newsprint, every Friday

• Covering sections such as movies, music, sports, personalities, science, and much more

• Offering an interesting blend of education and entertainment (Edutainment)

• Priced at ₹5 per copy, with annual subscription at ₹ 349/- per year (inclusive of postal, home delivery)

• Target group: Children in the age group of 6-14 years

Front page of the all-new Young World

Content Basket

The Mascots

• To personify the brand, two endearing mascots – a boy and a girl –were created

• Starting from the masthead, the mascots appear across all Young World collaterals.

• A proposed future plan for brand promotion includes a reader contest to ‘Name the Mascots’.

360° Launch Campaign

Marketing Mix

Print Campaign in The Hindu Group of

Publications

Ad Film telecast on

TV and digital

Digital marketing

Ongroundevents

• Sustained print ad campaign was carried in The Hindu and other Group publications to announce the launch and invite subscriptions.

• Both online and offline subscription was made available

• Readers could simply send an SMS or give a missed call to make a subscription enquiry

Print Campaign

Launch advertisement published in The Hindu dated July 15th, 2014

Print Campaign

Samples of print advertisements that were published

Ad Film

Link to watch the AV: https://www.youtube.com/watch?v=1p86VM5zgW4

Animated ad film was created, uploaded on social media, and telecast on leading television channels. Screenshots from the AV:

Subscription Page

Screenshot from the Young World subscription page

A subscription page was

created for Young World,

where visitors could learn

more about the product, and

subscribe online.

Visit the website at

http://www.thehindu.com/youngworld

Digital Marketing

Extensive digital

marketing was

undertaken to drive

subscriptions. The

campaign garnered

widespread visibility for

the brand. Interstitial banner placed in The Hindu website

On-ground Events: ‘Sweet Chef’ Cooking Contest

• To herald the Indian festival of Diwali, and to build brand connect, a no-fire cooking contest for children was conducted on October 18th, 2014 in Chennai.

• More than 70 enthusiastic children participated in the contest.

Dear Young World Team,

Thanks for your wonderful support on the day of Sweet Chef competition and as always.

It was my first experience of participating on the cooking contest. During the contest I had lots of fun and wonderful time.

I look forward for more forthcoming Young World competition's to participate.

Here I take the chance to Wish A Very Happy Diwali to all the members of the Young World Team and to my dear friends.

Thanks Again,Best WishesMrs. Darshini, mother of Kavya, III, Padma Seshadri Bala Bhavan

An e-mail from a parent, in appreciation of the competition

Coverage on Sweet Chef in Young World dated October 24th 2014

On-ground Events: ‘Sweet Chef’ Cooking Contest

On-ground Events: Guest Editor

• On the occasion of Children’s Day, Young World gave an

opportunity for children to get behind the scenes, and be a Guest

Editor of the magazine.

• Children were asked to send a 100 word article on the topic- ‘If I

were the Editor of Young World’

• The best entries were shortlisted, and four children travelled to

Chennai to visit the Young World office to design and edit pages

for Children’s day special issue of Young World, dated November

14°, 2014.

Announcement in Young World dated October 17th 2014

Dear Sir/Madam,

Young World gives me a lot of information and facts. It is really interesting and makes learning fun.

Young World has improved my creativity and thinking skills. I love the short stories given there. However, I would like to have a separate page about tips and questions.

I would love to become the guest editor for Young World. To me, it would be a dream come true. I hope this wish would get fulfilled one day.

- R. Vishnavi, VI, P.S.B.B K.K.Nagar. Chennai

On-ground Events: Guest Editor

One of the entries for the contest

Pages designed by the Guest Editors published in Young World

On-ground Events: Guest Editor

Participants at the ‘Young World’ Sweet Chef competition The Guest Editors at The Hindu Young World office

The Sweet chefs Parents and kids gathered at the venue

On-ground Events: Gallery

On-Ground Events: Young World Quiz One of the iconic events in the calendar of The Hindu is the Young World Quiz.

An annual celebration of knowledge that is as eagerly looked forward to by students as it is by teachers and parents.

Scheduled for December of each year, the Young World Quiz is held for students in classes III to VIII and features exciting prizes.

Reaches to more than 2000 schools around 15 cities

Snapshots of winners of the Young World Quiz 2014 from various regionsSource- http://www.youngworldquiz.in/

I am really pleased with Young World. It's so much fun to read. I love the comics and the stories, and pretty much everything Young world gives is very informative- Joanna, DAV SCHOOL

I like Young World very much and I eagerly wait for Friday to get the newspaper. My favourite pages are scrapbook, young chef ,out of the box, pot pourri, tune in and globe trot. I also take it to my school and read it along with my friends- Samyukta, PSG PUBLIC SCHOOL

Knock knock!Who is it?The post man.Hurray!My Young World is hereFull of magic and funI can't wait to read itSo, to the door I run!For years I peeped into my parents' newspapersAnd got lots of scoldingsNow I have my own newspaperSo every Friday, I listen for the doorbell's ring!Once I heard it wouldn't come with the HINDU,I sobbed for 3 daysBut I saw the postman with itFor it was Friday!- Varsha, IV B1, CARMEL SCHOOL

Dear Sir/Madam,My kids are regular readers of your wonderful magazine.Let me first thank you for bringing out such a product in print especially for kids.My feedback would be on the font size of the print.It would be wonderful and easier for younger ones to read slightly larger fonts. It would help them to be little more glued to Young World.Best wishesDanny KM

Kids love Young World!

Varsha, Bangalore

Samyukta, CoimbatoreJoanna,

Chennai

Danny KM, Parent

Due to extensive reach of the campaign, and 360° push for

subscriptions, 1,00,000 subscriptions were garnered within 6

months from the day of launch.

Campaign: Reach