E-sense Entertainment Pvt. Ltd has launched a 16-page tabloid called ‘Yuva’ in Mumbai on August 13. Contrary to the traditional newspaper, the company has categorised its product as a viewpaper that allows the youth of Mumbai to raise their voice and be heard.
An out-of-home creative teaser campaign was launched by the company last month, while a complete campaign was rolled out on the day of the launch. The campaign idea is to show a completely new genre of business, as according to the company officials, there has been no such platform for the youth in the print domain, where they could send in their views on topics of their interests and be heard by people across the city.
Commenting on the official launch of the tabloid, Rahul Bage, Managing Director and CEO, E-sense Entertainment Pvt. Ltd, said, “With the launch of Yuva, we are trying to create a youth revolution, and a completely new category with the print medium.” Bage explained that print was a unique medium for the youngsters to raise their voice, as they already had their presence in TV, Internet and mobile.
Apart from the OOH campaign, the company has placed ads with Radio Mirchi, and had also created a poll among youngsters as to what they thought was the teaser campaign about.
E-sense plans to launch youth tabloid priced at Re 1