Rajasthan Patrika undertook an initiative to position itself as the largest newspaper in various editions. An innovation was done by turning the masthead sideways to make the newspaper look twice its regular size. This was done only on the front page, while the rest of the paper remained untouched.
This initiative was undertaken on April 17 and April 19.
“The objective was to exemplify Rajasthan Patrika’s position as the largest newspaper in many states. As far as the cost factor is concerned, no extra paper or technology was required as it was just a smart maneuver in printing,” said Ajay Datta, Head – Brand Communication, Rajasthan Patrika.
Shekhar Awasthi, Media Director, Lintas Media said, “Such innovations create buzz for the brand as they become much-discussed topics among readers. It helps boost brand recall.”
The in-house creative team of Rajasthan Patrika was behind this innovation.