The next best thing to push a media brand is to expand its activities. The Times Group did it with 360 Degrees, its event firm. Now, Dainik Jagran, the leading Hindi daily, is also looking in a similar direction by handling a lot of high-profile events like film premieres, music shows, road shows, seminars and managing celebrities.
The Jagran group is in fact looking at symbiotic ties by pushing other brands through the ‘newborn’ Jagran Solutions. The idea behind it is to provide services like market research, direct marketing initiatives, events, promotions etc to clients and, in return, Jagran gets the brand leverage through such activities.
“Clients have seen the potential to associate with us because of localised strengths. In BTL, lot of work is outsourced through metro cities and hence clients believe that job accountability is a key issue,” says Bharat Gupta, Director, Marketing. Jagran, using around 180 offices as its backbone, is working in tandem with clients to meet their needs with the specified budget, he says. “The most important thing is that we have trained professionals to handle internal and external assignments,” adds Gupta.
Asked on how Jagran as a brand is leveraging from this, he says, “Dainik Jagran logo is used in all promotions for media and PR coverage during the activation of any promotional campaign for the client. Hence these brands leverage the strength of Jagran for its benefit and clients do understand that without support of local media, no plan can be effective as per client’s marketing plans.”
The big clients associated with Jagran include STAR TV, Sony TV, Fair & Lovely, TVS, Logitech, DOFCO, Linc Plastic and Pens, Lux, HRI, Sunsilk and McDowell. Recently, the event agency took some initiatives to promote HLL’s Lux Orchid across Punjab and Haryana. Amisha Patel and Hrishita Bhatt visited consumer households to promote the brand. “In future we plan to organize a consumer durable exhibition across cities in North India and are also conducting music shows, movie premieres and career workshops,” he says.