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.”