The Telegraph of Kolkata, from the ABP Group, has just got better. When it was launched in 1982, it widely hailed as India’s most modern newspaper. It was the first Indian newspaper to have a modular design and sectionalized layout. In a bid to further strengthen its bond with its readers, TT, as The Telegraph is generally referred to by readers, has recently launched an advertising campaign to communicate the brand’s enhanced international flavour.
Vice-President, The Telegraph and Businessworld, Sandip Ghose, says the first series of advertisements released in August “was aimed at creating a buzz about the new, improved international look of The Telegraph. This was followed by the ongoing second phase of advertising, which talks about the section-specific changes introduced in the newspaper.”
Sharing more details, Ghose said that on August 3 when The Telegraph was relaunched, “it was an additional improvement on its essential international character. Hence, along with web-width reduction, changed look, more international, national and business reportage, a separate classifieds pullout on Sundays, increase in pagination of the daily city supplement TT Metro from 4 to 8 pages, and the revamped Sunday magazine Graphiti offered a vibrant basket of value-adds to readers”.
All these changes have been captured in two phases of communication that cut across media, markets and constituencies. Phase I, handled by Equus, promised that ‘with the new international look Telegraph, you could be anywhere in the world’. The focus in phase II, handled by JWT, urges readers ‘to live in that very world’. All these activities were accompanied with a lot of BTL activities wherein mediums like radio, cinema, outdoor and direct mailers were used extensively to convey the message, Ghose said.
Swapan Seth, CEO, Equus, says the crux of the campaign’s theme was that “The Telegraph with its very international look could be anywhere in the world. The entire campaign execution hinged on showing exotic places with the idea of telling readers that The Telegraph published from Kolkata is second to none when it comes to international standards.”
Uttio Majumdar, Vice-president & Client Services Director, JWT, Kolkata, says the four-part ad campaign which hit media in the first week of October, “revolves around the new international world of The Telegraph. We wanted to highlight the stimulating content that TT offers to its readers. The interplay of the product with elements of the new world that the newspaper offers has been visually captured to conjure this new and stimulating world of The Telegraph.”
Majumdar added that the campaign reinforces the promise made earlier, that ‘you could be anywhere in the world with the new-look Telegraph’. “The Telegraph is truly an international standard newspaper – and the new look is a key manifestation of the newspaper’s approach,” he said.
The campaign has just been extended into outdoor and should soon be visible in other interesting forms, Majumdar informed.