Jagran Prakashan Ltd (JPL) has launched its Punjabi newspaper, ‘Jagran Punjabi’, on June 18, 2011. The newspaper, which is being printed from Jalandhar and Ludhiana, will be circulated across all districts of Punjab.
With the launch of Punjabi Jagran, JPL is hoping to add newer readers, newer markets and strengthen Jagran’s presence in entire Punjab. This also gives Dainik Jagran a good leverage in terms of circulation, while for the advertisers, it will be one bouquet to reach all of Punjab across all strata of the society.
Meanwhile, Dainik Jagran has completed 10 years in Punjab. In an official statement, Jagran said: “If one looks at the Punjab market, while Hindi is doing very well, the existing Punjabi papers have had a very steady reader base. Punjabi language is very widely used in Punjab, and this runs across the large towns as well as down to the village level. The language has great acceptance in the region, and it, therefore, makes an automatic choice for us to complete our bouquet for Punjab.”
However, there will be some tough competition for the newly launched paper in a market that has several Punjabi language dailies. Ajit and Jagbani are two of the larger Punjabi dailies and both are very well established and powerful brands in their own domain. However, both are perceived and positioned very differently from each other.
As per the Jagran officials, the Punjabi language market size is estimated to be between Rs 75 crore and Rs 85 crore in terms of advertising. While the combination of Punjabi Jagran and Dainik Jagran will drive advertising revenues largely, Jagran is looking at developing a lot of categories specifically for Punjabi Jagran.
Jagran is supporting this launch with a slew of campaigns. The campaigns ride on the theme of ‘Punjabi Pride’ or ‘Punjabiyaan di shaan’. An official note from the group states: “The thought was to develop communication which is deeply rooted in the rich tradition of the Punjabi language and which celebrates the Punjabi language, rituals and the free flowing ‘Punjabi Spirit’. We, through our campaign, will be essentially saying ‘Punjabi suttee hue changge nahin lagde’, because Punjab is about energy.”
Jagran has used popular singer and a strong Punjabi icon Gurdas Mann to endorse this brand thought. The campaign is being promoted on TV, OOH, radio, print, posters, roadshows and a host of other local ground level initiatives running across Punjab.