DB Corp Limited (DBCL) on Saturday announced the launch of Dainik Bhaskar’s new edition from Surat, Gujarat. With this launch, DB Corp now publishes seven newspapers with 63 editions across 14 states in India. In a state with extremely strong peer segment publishing news in the local (Gujarati) language, Dainik Bhaskar has established presence in a large cosmopolitan city with almost 28 lakh non-Gujarati speaking population.
Commenting on Dainik Bhaskar’s Surat foray, Girish Agarwaal, Promoter Director, DB Corp Limited, said, “With the launch of Dainik Bhaskar in Surat, we have consolidated our presence and stronghold in Gujarat. Surat is a vast and unique market, with a developed industrial belt, which is home to some of India’s leading corporates across textile, information technology, and diamond polishing sectors. The region is taking progressive strides in expanding its infrastructure, transport, communications facilities and also has a strong cultural heritage. The ‘Diamond City’ is amongst the top five fastest growing cities in the world, the third cleanest city in India, the second largest city in the state of Gujarat and ranked 8th in India with a GDP of $40 Billion (USD). Therefore, our launch planning has been very meticulous beginning with the scanning process of strategically classifying the city to understand its demographics.
While Surat is a highly competitive market with formidable print media companies catering to a large Gujarati readership base, it has significant untapped potential within a very large non-Gujarati speaking readership, which is an important target audience for Dainik Bhaskar. This segment comprises multicultural, industrialized households who have migrated from neighbouring states, having within them a large concentration of readers from Hindi speaking dominating states. Most importantly, they were faced with a limited choice for a Hindi newspaper of international standards with strong local new coverage. We identified this opportunity where Dainik Bhaskar could address the gap through a customized, world-class product for this audience segment. We are delighted that Dainik Bhaskar has emerged as a powerful, high quality product representing Surat city that addresses the content needs of this category.”
Satyajit Sengupta, Chief Corporate Sales & Marketing Officer, DB Corp Limited, added, “Our single-minded aim has always been to offer a world-class, news-led product for consumers seeking not only news but analysis with insightful perspectives, issues that create a progressive impact on daily life, global developments and a segment of engaging content offering readership delight. At Bhaskar, brand building begins from the first day of our surveys when our research team first interacts with potential customers to introduce the product, the company and solicits views and feedback on their requirements, which in turn forms the basis of new product creation. All our activities have been focused on the single objective of creating a strong product with high value proposition. We look forward to fortifying our presence further in Surat and emerge as the choicest medium for advertisers.”
An exhaustive pre-launch ground study was coupled with a high-decibel marketing campaign accomplished in three phases, supplemented by impactful branding across Surat city’s strategic points.
Area scanning: Rigorous study phase to identify non-Gujarati areas and localities, mapping of societies with high potential Hindi newspaper readership, also identified markets, MNCs, corporate houses with a higher concentration of non-Gujarati readership base. The city was divided into four main zones and further segmented households into SEC categories.
First phase of survey: As with every aggressive pre-launch campaign which has become a symbol of great assurance for all Dainik Bhaskar’s launches across India, the Surat project was led by well-trained surveyors that surveyed across Hindi speaking households in the first phase. The main objective of this survey was to create reader involvement and establish the DB Group’s long standing credibility and goodwill.
Key findings of the survey revealed:
Current immediate needs of Surat city:
98% respondents want Surat’s concerns to reach the Government.
88% want focus on Law & Order o 84% want control on corruption
Identifying key needs of Hindi-speaking readers:
92% are seeking an international quality Hindi newspaper to highlight issues related to “Surat Ke Haq Lea”
86% are seeking support in business from Government and Society
78% prefer considering Air & Rail Services on priority
For Surat to establish its due position, the city’s immediate focus areas are:
89% seek focus on strengthening textile industry
84% seek focus on improvement in the transportation system
86% seek control over inspector raj
2nd phase of survey – Booking phase: A culmination phase where the reader is able to see a prototype of his newspaper tailored according to his feedback and needs. The results of the survey conducted in the first phase are shared with the reader as well as a product brochure with competitive strengths. This phase also introduces the pre-launch booking offers which lock the booking for one year.
Simultaneous outdoor branding campaign: Outdoor advertising with ‘Ab Suraj Ugega Pashchim Se Surat Ke Aasman Mein’, ‘Surat Ke Aasmaan Ko Chahiye Apna Haq Be-Hichak Boliye’; ‘Surat Ke Haq Ki Baat Sunne Aapke Ghar Aa Raha Hai Dainik Bhaskar Ab’; ‘Ab Surat Hoga Duniya Se Do Kadam Aage Antar-Rashtriya Quality Ka Hindi Akhbar Dainik Bhaskar 29-Apr Se Surat Mein’, created a charged environment in Surat with powerful outdoor campaigns across key locations that significantly amplified Dainik Bhaskar’s launch. An outdoor media campaign with hoardings, kiosks, and banners within the city comprised a 360-degree launch branding that enthused and attracted Surat’s targeted readers.