The Hindu, which has been trying to create its band of loyal readers in Tamil Nadu, recently associated with Aircel to reach out to its audience. The Hindu – Tamil and Aircel held a quiz contest, where readers and customers were tested on their IQ. The answers were sent via SMS and the contest saw 50,000 registrations, out of which 38,000 winners were rewarded with a free Aircel 3G sim card.
The contest was created to reward readers of The Hindu - Tamil on its anniversary and gauge the perception of the year-old publication. Aircel, a client of The Hindu was the only partner willing to test this concept.
Stating the idea behind this contest, Shankar V Subramaniam, Business Head, The Hindu - Tamil said, “We designed this initiative with a desire to thank our readers who embraced us and placed their faith in us as a news media brand from day one. Having Aircel as a partner elevated this effort by also giving us valuable insights about our readers. The buzz created in the market helped us garner new subscriptions and advertisers, and was a boost to our journey into year two.”
Subramaniam added, “We are a new brand in the market, and as you are aware, it is a challenge to convince advertisers to invest in your brand. Initiatives like these help us showcase our readership strength to our advertisers, in this case Aircel.”
Talking about the association, Sankara Narayanan K, Strategic Business Unit Head, Aircel remarked, “The Association with The Hindu- Tamil has been fruitful as it has brought together two of the most renowned and trusted brands. It gave us a platform to reward subscribers during this festive season. The association has been mutually beneficial. This is only a beginning and more such associations are planned in future.”
When quizzed about the feedback to the contest, Subramaniam said, “It was definitely a win-win situation with 50,000 contestants in five days and 37,000 winners and 14,000 redemptions. The numbers speak for themselves. Aircel was launching their 3G sim card under a new scheme and contestants still claimed it in large numbers. This indicates the strength of our new brand and also our readers’ willingness to try new products.”
In the vernacular market, The Hindu- Tamil has been continuously crafting initiatives across categories that engage its readers and advertisers, including road shows, scholar awards for state and school toppers, festive, topical events such as Sundal-making contest and Golu selfie contest for readers.
The Hindu - Tamil now boasts of over 10, 00,000 readers and a circulation of 3, 40,000 throughout Tamil Nadu.