Limca Book of Records has recognised Dainik Bhaskar Group as the first newspaper to “connect emotionally” with the readers.
It was in 2010 when for the first time Dainik Bhaskar Group came up with a “perfumed” edition during Holi. The paper had the scent of ‘gulal’ which went with the dry Holi concept promoted by the group. Holi with dry colors mainly Gulal. More than 41 lakh copies were distributed all over the country.
The group revived this initiative in 2011 in the form of Kewda perfumed editions of Dainik Bhaskar and Divya Marathi.
RD Bhatnagar, Chief Technology Officer, Dainik Bhaskar Group, elaborated, “Normally, perfume in ink is available in very limited range and option. The task was two-fold. First, to match the desired perfume, and we do have the capability to match any desired fragrance. Second, to do that across editions simultaneously, where the newspapers are printed using a range of machines. So, calibrating it across editions and many places, improvising the process was a challenge. It speaks highly of the production team’s capability that it delivered this across all editions.”
Speaking to exchange4media Sanjeev Kotnala, VP & National Head, MarComm, Dainik Bhaskar Group, shared, “The edition was a great success and the recognition from the Limca Book of Records will give us acknowledgment in the public.” He further said that no special promotion initiatives were undertaken for the perfumed editions since it was a creative initiative of the Group to connect with the readers emotionally. “The feedback was very positive and it gives strengthen to the brand image of the group,” he added.
When asked whether the Group would do something similar for Holi this year, Kotnala said, “This Holi we are not sure if we would do it as it may seem as a given and something predictable.”