Dinamalar, the second largest circulated Tamil daily, now wakes up its readers with two ‘papers’ for the price of one on Sundays. Two main sheets (with a masthead each) formatted in similar fashion and complementing each other, accompany the regular Sunday supplements.
The soft launch happened over 10 weeks ago, and the publication made noise through a teaser campaign. The identity of the publication was revealed on August 5.
Speaking to exchange4media, C Rengarajan, Advertisement Manager, Dinamalar, said, “The objective of the twin-paper concept was to offer readers more news and leisure reading content on Sundays. On Sundays, people have the time to read the additional content that we can give them. Ninety per cent of the content is offered under the same heads, thought the content itself will be different.”
Following the success it tasted with the soft-launch, Dinamalar has now taken up mass media to create hype around the novel concept, and also strengthen the brand in the market. Outdoors, print advertising, TVCs, bus panels and theatres were targeted for the teaser campaign across four cities – Chennai, Coimbatore, Madurai and Pondicherry.
The teaser campaign that was splashed across the four cities said, “Sunday na rendu” (Sunday means two). The visual (of a husband and wife, with the husband seemingly just out of bed, holding the wife’s hand) and copy combo, deemed ‘too suggestive’ by some, caught the fancy of the city and managed to generate a buzz. After letting people talk about it for more than a week, the announcer campaign revealed the identity of the publication.
Added Rengarajan, “It was a strategic campaign that not only helped announce the twin paper concept, but also helped strengthen the brand. We may look at retention of the buzz that the campaign has created through a subsequent campaign.”
The creative and adaptation came from WOC, a Chennai-based creative shop. Amuthan, CEO of the shop, said, “Dinamalar is a challenger-fit in terms of aggressive communication. What we set out to generate was visibility, also from the client’s end, and we achieved it manifold.”
WOC has been in the news for grabbing audience attention for its clients, even if it meant ruffling a few feathers – examples include campaigns for Prime Roaster, hi-style and Textile India.
The publication is priced at Rs 4 on Fridays, Saturdays and Sundays. The company spokesperson stated that the twin paper concept had augmented the popularity of the paper and its circulation on Sundays, both of which had always been high thanks to its supplements like ‘Varamalar’.
For advertisers, there are no changes in the rates – only a choice from two front-page ‘Solus’ options, or both (for the price of two)!