inext, the youth-centric, bilingual, compact daily from Jagran Prakashan Ltd, will also be available in its web avatar from January 3, 2012. Though the website, www.inextlive.com, has been available in its beta version for the last couple of months, the website will go live officially only from January 3.
The launch is being supported by a campaign in the form of an event called ‘Iktara’. Iktara is a folk music based talent hunt that will be carried out on the inextlive.com. Mudra Max is handling the digital campaign for inextlive.com’s launch. Delhi-based agency Vermillion is handling the creatives for the print ads, while Radio Mantra has been roped in for the promotions on radio.
Elaborating on inextlive.com, Alok Sanwal, COO & Editor, inext, in an interaction with exchange4media, said, “Inextlive.com is not ‘just another website’. We are looking at a very youth-centric, hyper-local site, which will be like a one-stop-shop for anything and everything that one wants to know about one’s city. Of course, since we already have a strong print presence in 12 cities across Uttar Pradesh, Uttaranchal, Bihar and Jharkhand, these are the 12 cities that we ‘own’ in terms of all city-centric information. This will include things like trends and practices among the youth to best places to eat out or hang out to the best places to learn the guitar or study mathematics. Dedicated pages on the site will bring local content about each city everyday. Also, we will shortly be integrating a social networking feature within the site called ‘iadda’, that will basically enable users to connect with other like-minded individuals in their own city and share different kinds of information like pictures, videos, comments, blogs, etc.”
He further said that the website was tailor-made for youngsters in Tier II and Tier III cities in the 13-25 age group and comfortable with using the Internet and consuming content online. The website will follow inext newspaper’s style of using a combination of Hindi and commonly used English words, keeping in mind the spoken language of the targetted group in mini-metros.
In order to retain its TG and ensuring repeat visits, the website will offer myriad platforms for online participation and interaction. “We are looking at bringing newer online properties for our TG in the coming months to keep them involved and engrossed on our site,” Sanwal divulged.
One of the key focus areas for the website is the hyper-local content. For this, inextlive.com is focusing on the cities where inext as a newspaper is printed and circulated. These include Agra, Allahabad, Bareilly, Dehradun, Gorakhpur, Jamshedpur, Kanpur, Lucknow, Meerut, Patna, Ranchi and Varanasi.
Speaking more on the event Iktara, Sanwal said the talent hunt would be carried out across the 12 cities where inext newspaper was present in. The two-month long event, which commences on January 3, 2012, will recognise and celebrate the folk music of the states of Uttar Pradesh, Uttaranchal, Bihar and Jharkhand. “Not only will it bring this largely neglected form of music to the fore, but also help amateur folk singers venture into the mainstream and connect the youth of today with the music of their roots,” Sanwal added.
Winners would be announced on a weekly basis and their videos would be uploaded on inextlive.com. The winners would be adjudged by a panel of popular folk singers from different cities – Malini Awasthi from Lucknow, Kalpana Potwary from Patna, Mukund Nayank and Nandlal Nayak from Ranchi, and Sangeeta Dhaundiyal from Dehradun.
Apart from this event, the new website would be extensively promoted via posters, stickers, danglers, and so on, at cyber cafes, music coaching centers, schools, college campuses, market places and malls. Ads would be carried out on social networking sites like Facebook, which are regularly visited by inext’s TG.
Our typical marketing budget is usually 10 per cent of the topline spend
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