Top Story

e4m_logo.png

Home >> Media – Print >> Article

‘Operation Redbox’ powers Lokmat Pune to record numbers in ABC figures

24-September-2010
Font Size   16
‘Operation Redbox’ powers Lokmat Pune to record numbers in ABC figures

For the six-month period ending June 30, Lokmat’s daily circulation climbed to 373,808, according the ABC January-June 2010 report. The paper’s Pune edition itself showed a growth of over 100,000 copies during this period.

Commenting on the paper’s performance, Rishi Darda, Executive Director, Lokmat Group, said, “Good journalism and smart marketing has borne results with a quantum jump in our Pune numbers. Pune is an important market for us, and our team is geared to add more copies with every ABC. With the installation of all new colour printing machinery, the stress as always will be to give the readers a quality product.”

Bharat Kapadia, Director, Lokmat Group, said, “We are glad to have struck a chord with those who reside in Pune and efforts continue to improve our offering to the discerning readers. Lokmat is a leader in Maharashtra and Goa, and we wish to establish clear leadership in all our markets.”

The circulation increase has been attributed to Lokmat’s strategic plan, ‘Operation Redbox’, with sustained efforts to gain new readers. The circulation teams were made responsible and were given targets and motivated to perform. Operation Redbox has many ‘firsts’ to its credit. Early 2010 saw a price war that led to the Pune Newspapers Hawkers Union going on an indefinite strike in Pune city and PCMC area. But the circulation teams of Lokmat were quick to respond with a plan to counter the situation.

According to the Lokmat Group, an independent distribution network of hawkers was created on a war footing. Milk delivery boys, grocery stores boys, cash sale boys – were roped in to form a strong team of 1,500. More than 1,100 stalls (more than the union hawkers’ stalls) were appointed and this task force of 1,500 selling boys became the home grown distribution network for Lokmat.

To increase visibility, an out of home promotional activity was carried out. Cable ads were released, banners were displayed on all stalls to boost the sale and a toll free number activity was initiated especially for the readers. Operation Redbox also saw Lokmat printing issues on holidays, when few publications didn’t print at all.

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

WhatClicks promises to be an unbiased, objective, third-party audit firm that will work with advertisers and agencies alike to help build an effective and integrated digital strategy.

V-Guard Industries, a household name for consumer electrical appliances in India, has revamped its logo in order to reflect the strength gained by the brand over the years. The company has also unveil...

The report reveals that there has been nearly 5 times more growth in video consumption in the last 12 months, with 96 percent of all usage being focused on long form video