Leading Hindi daily Dainik Jagran has lined up a fresh series of branding initiatives in Punjab. Director – Marketing, Shailesh Gupta says on October 14, the newspaper successfully completed five years of its presence in the state and the new branding exercise will further strengthen its position in the region.
Elaborating on the initiatives adopted for Punjab, Gupta said below-the-line activities like outdoor publicity will form a major part of the brand building exercises. The main aim of these will be to strengthen the bond with the readers by involving them directly with the newspaper. All the hoardings and kiosks across the major cities in Punjab like Jalandhar, Ludhiana, Amritsar, Moga, Sangroor, Fatehgarh, etc will now carry new content based on Jagran’s five years in Punjab. According to ABC figures for July-December 2003, Jagran has a circulation of 1,58,866 in the state.
Besides this, interactive programmes like Telephone and Bijli Darbar will be organised. In these programmes, civic authorities and readers would be invited for a discussion, where various local issues will be directly addressed before the concerned officials and an immediate solution for the problems will be found out. Among such interactive initiatives there will be reader panel meetings, a common platform, where editorial staff along with the senior management will address the readers and get a first-hand feedback on the product. There will be yoga camps and fun games involving every member of the family, informed Gupta.
Jagran has been regularly hosting programmes like Junoon-e-Punjab Network for the Green Amritsar Movement. Top eight schools of the town were invited to participate in tree plantation camp at the event. Another scheme was initiated wherein in a popular Punjabi television star went to select reader’s house for dinner. The daily launched scratch cards in which readers were asked to visit Jagran’s office with five cuttings of the masthead of the newspaper to win a special gift. This scheme was run for two months and the same will be run again. All these initiatives have generated good response and helped in positioning the brand in Punjab, Gupta said.
Jagran has two editions in Punjab – Jalandhar and Ludhiana. The first edition was launched in 1999 from Jalandhar followed by Ludhiana in 2004.