I-next, the compact daily from Jagran Prakashan Ltd, has come up with post-launch promotional activities in Meerut. The Group had launched the third edition of I-next in that city on September 24.
Commenting on the promotional activities, Alok Sanwal, Project Head, I-next, said, “The launch comprised a 10-day long 360-degree communication plan, including both ATL and BTL activities across the city, prior to the launch date. The initial response was excellent, both from readers and distributors, who were optimistic that this would create a market of its own, apart from the existing readers, given its contemporary look and feel, differentiated content and a penetrative pricing strategy. So, as far as competition is concerned, we believe I-next does not have any direct competition with any of the broadsheet dailies due to the differentiated product and positioning.”
The promotional activities include hoardings across the city and press ads, including some innovative ads in Dainik Jagran. It has also arranged for inserts, pamphlets and road shows. Scrollers on cable television and cinema slides are some of the other activities. The creative agency behind the promotional campaign is Brand Curry.
Ratno Rudra, Director, Brand Curry, said, “The campaign was evolved as a result of a series of one-on-one interviews with the people in Meerut. We spoke to a wide cross-section of people and the most important cue that was played back to us in each conversation was, ‘My city is changing, and so am I’. It wasn’t just the expression of the 18-25 year olds; it was a constant refrain from those who are young-at-heart -- the 40-plus group. It was this understanding that we used to create a simple campaign which said ‘Hum hain naye, Andaaz kyon ho puraana’, and ‘Badalte Meerut ka naya akhbaar’ as the sign-off. This is in sync with the change of attitude sweeping across the country, which is captured very well in our campaign.”
The company has also gone for branded merchandising like garden umbrellas and canopies, which have been placed across the city to create visibility in all major touch points.
Jagran Prakashan’s I-next launches in Meerut today