It’s celebration time for Bhaskar Group of Publications. The National Readership Survey (NRS 2005) had given the Bhaskar group a total readership figure of 2.25 crore for its publications Dainik Bhaskar and Divya Bhaskar. And Bhaskar Group has gone all out to celebrate this mark with its team and readers.
“This is the largest that any newspaper group has in the country,” said Bhaskar Group’s Girish Agarwal. “In terms of revenue, we are second only to the Times of India and this is great news for us. We have come a long way from the set-up we had in the 1993 period, and we are probably the only newspaper in the country to celebrate our achievement with our readers. Bhaskar Utsav is an endeavour in that direction,” he added.
Every Bhaskar Utsav has marked some milestone for the Bhaskar Group. In 1994, it was for being No. 1 in Indore; in 1995, it was for crossing the one-lakh mark; in 1999, it was for Dainik Bhaskar being the No. 1 newspaper in the country; and now in 2006, it is to celebrate the 2.25 crore readership mark.
As in the case of most previous Bhaskar Utsavs, this year, too, the event was held in Indore. On why Indore, Bhaskar Group’s Chairman, Ramesh Agarwal, replied, “Indore is where we beagn, where we found our first victories, and really the encouragement that has made us the No. 2 media house in the country. This is why we celebrate all our success with Indore.”
Agarwal informed that the celebrations for the 2.25 crore readership mark had commenced in June 2005, when NRS was released. “But it happened in bits and pieces. We were clear we wanted an event of this scale to celebrate and we have been working on this for the past four months,” he further said.
Bhaskar Utsav 2006 was planned from March 27, 2006 to April 2, 2006. The first two days of the event included internal activities across Bhaskar offices. March 29 onwards, the celebrations were extended to Bhaskar readers with a film seminar, marketing seminar, an entertainment night on April 1, 2006, which saw as many as 40,000 people attending the event. The celebrations culminated with a Laughter Night on April 2.
The marketing seminar saw the likes of marketing consultants Harish Bijoor, K V Sridhar of Leo Burnett and R L Bhatia of Fun and Joy at Work addressing audiences on issues related to marketing and brand loyalty. For the entertainment night, Bhaskar had invited Kareena Kapoor and Akshay Kumar along with Abhijeet Sawant, Celina Jaitley and others to entertain Indore.
“We wanted something for everyone in the event – for students, for women, entertainment – everything that has a connect with our reader and hence, we planned the kind of activities that we did,” said Agarwal.
The Utsav was done simultaneously with the annual Bhaskar marketing conclave, where the top and the middle marketing management across Bhaskar offices in India were brought together in Indore to attend a series of marketing seminars and conferences.
“From a family owned business, we have consciously moved to a corporate structure. Today Bhaskar Group is one of the most professionally run newspaper organisations in India. We have worked very hard to not just hire people, but transfer ownership to them to structure this growth, and I am proud to say that it is showing in the milestones that we are adding to our journey. The 2.25 crore readership mark will only lead to more such milestones,” Agarwal averred.