Oriya daily Sambad launched a massive campaign, called ‘30 Days – 30 Changes’, in September 2010. Sambad launched the full-fledged 360 degree campaign, which saw the paper come up with 30 changes in content innovation for 30 continuous days. The innovation involved features, which would find permanent space in the leading Oriya daily.
Commenting on the campaign, Monica Nayyar Patnaik, Joint MD, Eastern Media Ltd, said, “Change is the only constant… With this campaign, Sambad has moved for the better. Interactivity is the new buzz, and we ensured that we had enough of that to flaunt. We set up an SMS contest, where our readers would spot the change and SMS it to us. We got around one lakh SMSes in the month-long campaign.”
Soumya Ranjan Patnaik, Editor of Sambad, added here, “A newspaper is gauged by its content… by its methods of engaging its reader. The circulation would then take care by itself. I am very happy with the response to the ‘30 Days – 30 Changes’ campaign. We will continue to ‘wow’ our readers in the times to come.”
The campaign concluded on October 4, 2010, which happened to be the anniversary of Sambad. Pre-promotion for the campaign began with teasers. Day one of the teaser campaign saw readers receive their newspaper printed upside down, except for the masthead. The effort was to tease and shock the reader, informing about the change.