Bangalore Mirror, which launched last week, has already starting rolling out on the stands. The new compact daily tabloid from The Times Group has begun its marketing and advertising strategy.
The advertising campaign has been carried out across the outdoor, radio and print media. The Group has used its own press for the purpose as well. Ravi Dhariwal, Executive Director, Bennett Coleman and Co. Ltd, said, “The market reaction has been very positive. I think Bangalore, like any other city, needed a compact daily for its youth and migrant readers, who need to know more about the city.”
Dhariwal explained that the campaign for Bangalore Mirror is very similar to that which was used for Mumbai Mirror. “The message is that the news is tailor-made, and that this is a newspaper with an attitude. The idea is to tell people what kind of paper it is and that it ‘cuts out all the faff’,” added Dhariwal.
The paper also has a new editorial team, about which Dhariwal refused to divulge any details. “The team is full of young people, some of whom have been resourced from the organisation itself. Our marketing strategies largely bring out the attitudes of the paper,” Dhariwal said further.