To wish the Indian cricket team for the ICC World Cup 2011, Times Group has launched a ‘Go India Go’ signature campaign for its Maharashtra Times readers. The Group is also planning to move a float (canter) around Pune, asking Puneites to support Team India by adding their signatures on the canter.
Speaking on the initiative, Ranjeet Kate, Director, Languages Business, Times Group, said, “Cricket World Cup is a huge opportunity for language newspapers as well national newspapers. Music, movies and cricket excite the youth a lot and their engagement with cricket is higher than anything else. Through this signature campaign, we are focusing on the youth.”
When asked how on ground activities helped in building a brand, Kate remarked, “Rather than passive reading, readers are more interested in doing activities. They also associate themselves with the brand. As a tangible benefit, this certainly gives a little hike in the circulation numbers of the newspaper.”
Rohit Dabholkar, Head - Brand Development, NBT and Maharashtra Times Mumbai, commented, “As the World Cup fever catches on, we take this opportunity to make an emotional connect with our readers by planning a couple of events and contests during the World Cup matches.”
Apart from the signature campaign, the newspaper has introduced the ‘Free Hit Contest’ from February 19, 2011 onwards. Readers need to answer a question based on the World Cup matches. Winners would win a 21" colour TV on a daily basis, and a bumper prize of a 42" LCD TV will be declared during the finals. This offer is being promoted through ads in Times Group publications.