Mumbai Mirror has begun its marketing campaign. The campaign is presently in a teaser stage, announcing the launch date of the 'compact' and would get in the next phase on the same date as the paper's launch, May 30, 2005. The launch would be preceded by a huge on-ground event that the 'broadloid' has planned on May 29 at the Gate Way of India.
The creatives with copies like 'The newspaper that you have designed is ready' reiterates the paper's intent to communicate that Mumbai-kars were involved in the making of this paper. The ad campaign, designed by Leo Burnett under the supervision of brand director, Prem Kamath, has taken a substantial amount of hoardings in Mumbai.
"I'm not sure how many but we definitely are going to have a large share of voice," said Rahul Kansal, Brand Director, The Times of India.
Kansal explained that presently the campaign has begun with print and outdoor but a 360-degree communication will commence once the paper is launched. "You will see us across mediums, educating people about this compact." The target that the paper is eyeing and hence the marketing communication is addressing the young, pacy Mumbai-kars, who love the city's energy. The event on May 29 will be celebration with fireworks.
"You will see a lot of energy to signify this attitude in all our communication and promotion activities," said Kansal.
However, he is careful to explain that the compact in no way means a tabloid, "It is a fine quality newspaper, which will be available with the other morning news papers and the quality of the editorial will have a good focus on city but that would be only one part of the complete paper."
The main paper, which is 48 pages is broken between City - eight pages, Views - including edit, op-ed and letters - three pages, Business - three pages, Nation - five pages, World - five pages, Sports - six pages, Health & Fitness and Relationships - one page each, Chai Time - two pages, Entertainment - eight pages, and four pages of Entertainment classified.
In addition to this, there would be a weekend newspaper of 40 pages, which so far is termed 'Buzz' at least for operational purposes.
Kansal is quick to point that internationally there are cases like The Independent, where in the paper has reversed the decline trend in its readership by introducing the 'compact' format. "It is the new way of newspapers and worldwide, existing newspapers have either adopted the compact format or have launched compact newspapers to boost their growth - much like what we are doing."
But isn't the group worried about the competition that the new baby can pose to the mother - The Times of India itself? Kansal replied, "We are aware of this and it has been factored in our way forward. The newspaper industry can take the existence of more papers and the only way forward from here is growth."
His attitude is the same towards the other papers as well that will soon fight for reader mind share in Mumbai. The newspaper industry can develop and it looks like the Mumbai market is steadily headed towards that. Whether Mumbai Mirror will enjoy any early mover advantage, one will know soon.