DB Corp has launched the latest edition of Dainik Divya Marathi from Akola in Maharashtra. With this launch, the company has expanded its presence to six cities in Maharashtra with six editions in the region and 65 editions across India.
Commenting on the launch, Sudhir Agarwal, Managing Director, DB Corp said, “Divya Marathi’s Akola edition launch has extended our footprint even further across Maharashtra, this being our 6th edition in the state. Akola brings with it a new proposition and reach to advertisers, and we aim to fortify our presence here to emerge as the most preferred media for corporate, while also strongly connecting with readers in this region.”
The key theme anchoring the Akola launch campaign was ‘Launch of Divya Marathi to break the long drawn silence’. As with all other launches conducted in Maharashtra, an intense survey preceded the Akola launch. The survey was conducted to introduce the Divya Marathi brand to readers, connect with them, and ascertain their individual preferences to ultimately develop news daily that will address their unique issues.
The pre-launch was planned in phases to create anticipation amongst readers, with hoardings conveying the ‘integrity and unbiased’ nature of the product. Strong focus was given to marketing activities through inserts, product handbooks and pre-booking and pre-subscription orders. Pole kiosks, auto back branding, road caravans with sample version of product, and innovative ideas such as the ‘Green Ambulance’ were some of the branding activities undertaken that helped connect the product with its audiences.
The launch was supported by a branding campaign that announced the progress of the survey at every stage – “Tumchi Marji Janoon Ghyayla Yetoye” (We are coming to know your opinion/wishes) and “Na Ravanchi, Na Sahebanchi, Aata Chalel Tumchi Marji” (Neither of influential class, nor of politicians, now only public opinion will make a difference).
Our typical marketing budget is usually 10 per cent of the topline spend