Dainik Bhaskar Group launched the fifth edition of its Marathi newspaper, Divya Marathi, from Solapur, Maharashtra, on March 31, 2012.

The first edition of Divya Marathi was launched from Aurangabad in May 2011. Thereafter, other editions from Nashik, Jalgaon and Ahmednagar were also launched.

With five editions of Divya Marathi, the group now completes its coverage in the state of central Maharashtra. In the overall number of publications, this is the 65th edition of the group.

“Through the Solapur launch of Divya Marathi, we continue to steadily enhance our footprint in Maharashtra and we now have five strong Marathi editions along with Aurangabad, Nashik, Jalgaon and Ahmednagar,” said Sudhir Agarwal, Managing Director, Dainik Bhaskar Group.

The theme of the campaign launch for the Solapur edition was, ‘Na Ravanchi, Na Sahebanchi, Aata Chalel Tumchi Marji’ (Neither influential class nor politicians, now public opinions will matter!). The group used the same brand building theme for the previous four launches.

Commenting on the launch, Nishit Jain, State Head, Maharashtra said, “The success of the newspaper is a reflection of the critical role that brand building can play for a new entrant. It reflects across our processes.”

“Our planning has been meticulous, including our need to strategically classify cities to understand its demographic nuances. This sharp focus on planning, management, marketing and branding has resulted in a successful launch of the Solapur edition,” he added.

The organisation conducted a door-to-door survey to map readership patterns and gain in-depth understanding of the reader’s requirements.