Under the agreement, the business newspaper and its website will publish WSJ-branded pages carrying business news and information from WSJ, The Wall Street Journal Online (www.wsj. com) and Marketwatch.com.
Mint is targeted at global Indian business readers and international business travellers. "It is a clear recognition that our readers are busy and mobile," said Raju Narisetti, managing editor, Mint.
"The idea is that a print newspaper should provide readers with an early morning briefing that includes not only the most vital news, but also analysis, commentary and opinion that only a newspaper edited for a special business audience can provide."
Ogilvy & Mather, which also handles other products of HT Media, has been handed the creative duies after a multi-agency pitch.
Developed under the creative concept, 'Tired of complicated business papers? Refreshing clarity in business with Mint' the first campaign is expected to break in the first week of February.
The US$2.5 million advertising campaign will run across print, TV, outdoor and online.
The newspaper's online edition, www.livemint.com, also went live on 1 February, with advertisers offered cross-buying opportunities.
