Financial Express has announced the re-launch of its supplement ‘Brandwagon’, which will be distributed with The Financial Express newspaper every Tuesday. The content would comprise expert columns on marketing, advertising and media with debates and interviews with both practitioners and theorists of the marketing game.
Commenting on the re-launch, Shankar Rao Shinde, Marketing Head, Indian Express, said, “We have decided to re-launch ‘Brandwagon’ with the Financial Express every Tuesday simply because we believe there was no such supplement or publication that was consumer focused. I believe ‘Brandwagon’ will help marketers better understand their customers and ultimately initiate processes that would help expand their market share.”
Shinde further said that apart from readers, ‘Brandwagon’ offered a lot to the advertisers as well. “Since our target audience is a person who has a higher propensity to spend, plus we have an image that fits with brands of most sectors of the economy, I believe that the supplement provides great value for the advertiser as well.”
On the marketing front, the paper is strongly looking at the Internet medium, particularly on the popular Indian trade portals. Apart from the Internet, a lot of direct marketing activities would also be initiated. Senior marketing managers, account planners and management students form the supplement’s target audience.