Says HT Media chief marketing officer Neelanjan Shome, "There is a need for change. As a media house, we are taking the lead and the onus of mobilising youth to participate in an emerging change process. The decision to revamp HT‘s content, supported by layout and design, to a contemporary format was taken so that there would be a newfound appeal to its young readers while simultaneously retaining the editorial integrity that is synonymous with Hindustan Times."

The campaign‘s communication objective looks at making news relevant to the youth and delivers it in a manner that they could easily identify with.

Says Lowe Lintas India chairman & chief creative officer R Balki, "Hindustan Times was conceptualised as an "instrument of change" intended to make people ‘pause, think and change‘. The realisation that it was imperative to change ‘now‘ was the underlying thought behind the ‘it is time‘ relaunch campaign."