NavDunia, the Hindi daily from NaiDunia Media, has forayed into the Bhopal market with a print run of 130,000 copies. The paper has embarked on an extensive promotional blitz, involving mostly outdoor advertising and some radio advertising, to announce its Bhopal launch.
Over 70 hoardings spread across Bhopal are being used as part of the outdoor advertising initiative. This apart, NaiDunia has bought air time in the top three FM channels in the city, besides embarking on a series of marketing activities. With the successful launch of NavDunia in Bhopal, the Group is now eyeing other cities in the Hindi belt.
Commenting on the launch, Vinay Chhajlani, CEO & Director, NaiDunia Media, said, “NavDunia at Bhopal is currently doing about 1.3 lakh copies. Our goal is to increase this number substantially. We’ve had a good experience with the launch of invitation pricing in Indore in September 2007 and expect Bhopal readers to accept our invitation pricing for NavDunia with the same warmth.”
Vineet Sethia, Director, NaiDunia Media, said, “With the promise of a quality product, we played on the price strategy and launched the 20-page newspaper at a cover price of Re 1. And this strategy has paid off.”
Chhajlani further said, “Even though the NaiDunia Group has been associated with Bhopal for years, the new brand – NavDunia – is sure to rejuvenate the relationship with both our readers and advertisers. The response on day one is indeed indicative of that. When we named our new Hindi daily NavDunia, the thought behind it was to present a contemporary newspaper that would have the quintessential NaiDunia essence of value-based journalism.”
NavDunia has extensive coverage of local news. Besides the main edition, there are six supplements – Sehat, Spectrum, Women, Carrier, Glamour and the regular Sunday feature.
“In the last 24 months, NaiDunia Media has expanded from a single edition at Indore to six editions – Gwalior, Jabalpur, Bhopal in Madhya Pradesh, and Bilaspur and Raipur in Chhattisgarh. The circulation has gone up from 1.5 lakh two years ago to about 7 lakh at present.”
NaiDunia Media is co-sponsoring the Indian Newspaper Congress being organised by the Indian Newspaper Society and exchange4media at New Delhi on May 16.
NaiDunia Media to venture into Bhopal with new Hindi daily NavDunia