Business Standard Ltd, which has been on an expansion spree recently, seeks to further consolidate its presence in North India, launching its Hindi business daily in Chandigarh on February 21, 2008. As with the Delhi, Mumbai and Lucknow editions, the Chandigarh edition is also priced at Rs 2 and would be circulated six days a week.
S Arun Natesh, GM-Marketing, Business Standard, said, “We are doing a 360-degree marketing campaign for Business Standard Hindi that includes print, OOH, TV, and would be reaching out to many customer touch points, along with BTL activities like on-ground events. We have already rolled out 360-degree campaigns in Delhi and Mumbai. We will be rolling out the campaigns in Chandigarh and Lucknow next week. The print campaign has broken in Delhi and Mumbai in papers like Amar Ujala, Hindustan, Punjab Kesari and Navbharat Times. The first TV campaign will break next week.”
Natesh further said, “The brief we gave to Lowe (the agency on the account) was that we needed to communicate the product – Business Standard in Hindi. We had picked up a lot of consumer insights from people. There is a silent transformation happening and we understand what the readers are looking for. The basic message that we want to convey through the campaign is ‘Behtar business woh jo aapki bhaasha mein ho.”
Zaheer Mirza, Senior Creative Director, Lowe, said, “Since Business Standard Hindi is mostly for the Hindi belt, we have kept the campaign simple and straightforward – ‘I am a business newspaper and I am here to empower you in your business’.”
Business Standard to launch in Hindi from February 16 in Delhi, Mumbai; price Rs 2
After Delhi and Mumbai, Business Standard Hindi now comes to Lucknow