News houses, too, need their share of attention, and Dainik Bhaskar is in the process of ensuring that it garners a substantial share of it for the next 30 days. The publication has initiated a promotion scheme – ‘Jeeto Rs 5 cr’ – and is promoting it on various channels, in addition to the publication itself.
Sanjeev Kotnala, Senior GM, Strategy and Brand Communication, Dainik
Bhaskar, explained that the group would spend Rs 2 crore on channels alone
during the campaign.
Elaborating on the reason behind the campaign, Kotnala said, “The objective is to drive circulation. It is in the course of life of any media house when it pushes the paper, offering immediate gratification to its readers at the same time. We have initiated an exercise to meet this, where readers get the chance to win up to Rs 5 crore, of which Rs 25 lakh is cash prize. We are ensuring that readers know about it and hence, the campaign.”
The campaign will see high presence in the paper itself. In addition, it would be seen on mass and niche channels on all networks – STAR, SET, Zee, Alpha channels, Sanskar and Aaj Tak, as well as on the terrestrial channels.
Why did the publication see the need to utilise channels as well for this? Kotnala replied, “Only as a medium for reinforcement. This way we can get the audience throughout the day. It would also be a reminder of the campaign in a slightly entertaining way, given the audio visual element.”
Dainik Bhaskar had recently signed Euro RSCG as its creative agency. The new campaign broke on all the channels at primetime on August 24. The ‘Jeeto Rs 5 crore’ initiative has been brought in association with ICICI bank and J K Lakshmi Cements.
The new TVC revolves around the ‘5’ element of the initiative. A family goes to a restaurant where all members order five of the dishes they want. The waiter asks why ‘five’ and the introduction to Dainik Bhaskar’s initiative of winning up to Rs 5 crore comes into play.