As the country celebrates Ganpati festival, starting September 1, 2011, Marathi newspaper Maharashtra Times turns into a ‘Fragrant Newspaper’ for the next 10 days during the festival period. With the fragrance of Jasmine, the first ‘festival’ edition of the newspaper was launched on September 1, 2011. However, there is no change in the cover price of the newspaper.
Speaking on this innovation, Ranjeet Kate, Director Languages Business, Times Group, said, “Times group always come up with innovative ideas to leverage the potential of newspaper to connect with readers. During Ganapati festival, people like to be in festive ambience and Maharashtra Times will provide them that feeling during entire festival. The devotional aroma of newspaper will add to the entire spirit of Puja.”
When asked, is it an attempt of Maharashtra Times to differentiate itself in highly cluttered Marathi newspaper space? Kate replied, “This innovation is not at all about competition. It is about becoming a part of Ganesh festival with our readers.”
Kate noted that there has been an overwhelming response from advertisers for this entire exercise. “We will bring different fragrances over next ten days, hence, our clients are seeing this innovation as a good opportunity to connect with emotions of the readers. There will be lots of local and national brands participating with us on this entire ten day innovative exercise,” he added.
Meanwhile, Maharashtra Times has come up with an advertisement in the Times of India highlighting this innovative initiative.