The Indian Newspaper Kongress (INK) 2012, held on July 20 in New Delhi, put the spotlight on newspapers. Organised by exchange4media Group, the annual event aimed to understand what the future holds for the newspaper industry, as stakeholders contemplated on how to bring about further growth for the medium. INK 2012 was presented by Dainik Jagran. Business Standard was the print partner.
Fundamentally advertising agencies, media agencies and media planners just follow the consumers and their desires. The whole idea of doing something for editorial would be the editorial team. The story that is told, be it in an editorial form or advertising form, is something the consumer is seeking to see, said Nandini Dias, COO, Lodestar UM.
The whole idea of what the brand stands needs to tally with the newspaper, radio, or television medium so that advertiser sees the spaces in which to fit in the brand message. It would be rather foolish of if the advertiser puts the ad in a space where no one can see it, Dias said, adding that ad space in editorial should be used to make better connect with people.
Media planners need to bring in engagement participation, which digital media is bringing in now. “We have to find out interesting spaces in the editorial to get the ads noticed,” Dias added. She cited the example of how Tata Motors had leveraged the print advertising space for promoting the Nano across the world.
“In 2004, the promise was made of delivering s $2,000 car. In 2009, the dream became a reality. The challenge was to bring the excitement back. Nano was already etched in the consumers’ mind and had been synonymous with everything small and compact. We leveraged this to create a series of small yet powerful innovations to bring alive the Nano experience across media,” Dias shared.
Nano’s overall strategy was to use conventional media in an unconventional manner. In print, the agency renamed the news and brief columns as ‘Nano News’. Mini trivia columns were renamed as ‘Nano Corners’. For the first time ever, legendary cartoonist RK Lakshman created a special Nano cartoon in The Times of India on day of the car’s launch.
In television media, instead of the conventional TVC, Nano ads popped up on the screen. The agency created TV breaks of shorter duration, which were branded ‘Nano Breaks’. Radio was swamped by, what they called, ‘nanovations’ – small breaks were called ‘Nano Breaks’. The communicating shortcuts were called ‘Nano smart routes’.
Nano also associated with iconic brand Amul, wherein 30 million small butter packs were renamed as Nano butter packs. Compact cellular phones were rebranded as Nano phones. These nanovations were visible everywhere – 35 publications with 380 editions, 80 TV channels, 41 radio stations, top 10 Internet sites. Dias informed that all these activities resulted in a record 500,000 bookings in just two weeks. 5.4 million people visited the car’s official website within 24 hours of the launch. Headlines of newspapers began using ‘Nano’ as an adjective. There were editorials on the ‘Nano effect’.
“The Nano car taught us big revolutions indeed. So, start with ‘Nano’ ideas,” she added.
She further said, “We started filling those spaces that were interesting and which worked for us.”