Top Story

e4m_logo.png

Home >> Marketing >> Article

Mumbai Mirror launches 360-degree B2B marketing campaign

04-October-2016
Font Size   16
Share
Mumbai Mirror launches 360-degree B2B marketing campaign

Mumbai Mirror launched a 360-degree trade marketing campaign today - the first ever for the brand.

The campaign, aimed at advertisers and agencies in Bengaluru and the NCR, aims to strengthen the position of Mumbai Mirror as the default option for local advertisers.

When questioned, Sivakumar Sundaram, President Revenue, BCCL said, “We have been speaking with many of our regular advertisers and learnt that the view from the ground is that Mumbai Mirror is providing them tremendous response and value for their advertising investments. This does not come as a complete surprise, given that Mirror distribution is significantly higher than that of any city competition – broadsheet or tabloid. Also Mirror being a ‘throughout the day read’ gives it an edge over other city tabloids - making it the preferred choice for local advertisers”.

The bold and quirky campaign finds its way into print, outdoor and digital along with unique on-ground elements and engagements to strengthen the core message. The campaign draws a parallel between core elements of Mumbai city and the Mumbai Mirror. The core message being communicated is that just like various iconic institutions, like VT station, Cutting Chai, the Dabba walas – Mumbai Mirror too is deeply embedded in the Mumbaikars’ mind as an inherent part of their everyday life.

The Mumbai Mirror is a city-centric paper which has in-depth coverage of all key city centric issues. It is irreverent, in the face and will take cudgels with the authorities for apathy on citizen issues.

BCCL claims Mumbai Mirror has 1.89 lakh unique and 6 lakh total subscribers in Mumbai, which makes it a clear No. 2 after TOI. Mirror subscriptions span across consumer categories from youth, working professionals to the affluent of the city. This access to multiple consumer groups, appears to be the reason why one sees a wide range of products/services, advertising in the Mirror.

Speaking further, Sivakumar said “Category after category, we notice that a majority of local advertisers buy Mumbai Mirror more frequently than they buyour competition; when you look at categories that need consumer response and walk-ins, Mirror often has 2 to 3 times the volume our nearest city competitors get. We want our national advertisers in NCR and Bengaluru to take notice of this view from the ground.”

Our typical marketing budget is usually 10 per cent of the topline spend

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=http://www.exchange4media.com/company/news/amaz...

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...

Under the watchful eye of Walt Disney, Bindass undergoes brand repackaging with a fresh new show ‘Dil Buffering’ simulcast across its linear and social media platforms on September 29 and will launch...

Apart from the mandate for the first project which is the Ashiana Town in Bhiwadi, Tomorrow and InterTwined will deliver brand solutions across film, print, radio, outdoor and activation besides provi...

Despite advertising picking up after a slow Q1, regional FM players still feel that the lingering effect of GST, RERA, demonetisation will still make its impact felt during the upcoming festive quarte...