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Naidunia continues its focus on differentiated marketing with an anthem

Naidunia continues its focus on differentiated marketing with an anthem

Author | exchange4media Mumbai Bureau | Tuesday, Nov 28,2006 8:11 AM

Naidunia continues its focus on differentiated marketing with an anthem

When Naidunia, one of the leading dailies in Madhya Pradesh and Chhattisgarh, decided on advertising partners this year, it let known its intent to focus on communication. Another step in that direction comes with the daily adopting an anthem – “Na koi shak, na koi darr, jeetenge hum baazi har”.

Naidunia would perhaps be the first daily to adopt an anthem. Commenting on the move, Vineet Sethia, Director, Naidunia, said, “What could have been a better way to instil faith and a sense of belonging towards the brand within the team and in the readers than a musical treat. The anthem is creating waves in Indore.”

Naidunia has taken this anthem everywhere – it’s on the Airtel network as a Hello Tune and is also available on Naidunia’s website from where surfers can download the anthem. It’s also being played at various theatres, edits of the song are being aired on Radio Mirchi as well.

In addition, Naidunia has launched an Inter School Karaoke Competition in Indore, based around this anthem. ‘Hamara Saaz, Aapki Awaaz’ has declared to offer the highest prize money ever in any inter school competition held at Indore in recent times. Winner of the first prize can take home Rs 1 lakh, whereas second and third prize winners will get Rs 50,000 and Rs 25,000, respectively. More than 35 schools have already registered themselves for the competition. The finale has been for the third week of December.

Brand David, New Delhi’s Amit Nandwani has penned down the lyrics of this motivational anthem, which has been composed by Aadesh Shrivastava, who’s in the limelight for his latest offering, ‘Babul’. Popular Sufi singer Kailash Kher has rendered his voice to the anthem.

“Naidunia recently undertook an initiative to create a better and beautiful Indore, the place it belongs to, and this anthem would play a major role in taking ‘Mission Indore’ further with fervour,” Sethia further said.

Tags: e4m

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