Considering the array of activities, Divya Bhaskar seems indeed busy in expanding operations and building a stronger brand image. Officials explain that the main focus of the entire endeavour is to cover Gujarat in entirety. Given recent developments, the group claims to have achieved this and now the agenda is to make noise around it. Consequently, Divya Bhaskar has rolled out a campaign spread over a month. And as per Sanjeev Kotnala, Sr General Manager, Brand Communication, Divya Bhaskar, the spends in the communication is to the tune of Rs 1.5 crore.
Deliberating more on the objective behind the campaign, Kotnala elucidates, “Our presence in the market is strong but one issue in everyone’s minds was that Bhaskar is not delivering Gujarat entirely. With the Baroda launch and the takeover of Saurashtra Times, this lacuna has been taken care of. We now essentially cover Gujarat completely and we want people to know about this.”
The multi-media campaign took off yesterday, September 26, with advertisement in The Pioneer in Delhi. The group is concentrating on newspapers and magazines, including trade journals in print and news channels on television. Apart from this, activities are spread across outdoors, direct mailers and Internet.
Kotnala explains the campaign focuses on the main metros only. With prime attention on Mumbai and Delhi, Bangalore, Chennai and Hyderabad will also experience a sprinkling of activities. Newspapers include Hindustan Times, Pioneer for Delhi and for Mumbai, The Times of India and Business Standard. Magazines like Business Today, Businessworld, Outlook and Pitch are also a part of the media plan. The channels where activities would be seen are both the channels of NDTV, CNBC-TV 18 and Zee News.
Throwing more on the choice of the products, Kotnala says, “It is important that apart from the business community, we also want to send across the message to our readers. Just looking at the ads, they can have a sense of pride and confidence.”
While this week marks the activities in Delhi, Mumbai will begin only next week. Coinciding with this, the television ads will break on October 4 and the outdoor activities also commence around that period.
“We are not looking at elongating the campaign for a longer time but we want more frequency. All activities will culminate a little over a month and by that time, the message would have registered with all those it has to,” states Kotnala.
Whether it is entering competitors’ markets, going for makeovers, attacking competitor’s advertisements or hiring professional help to speed up developmental operations - the print market is surely going all out.