Salman Khan is the face of DB Group's ‘Jeeto 21 crores’ campaign

The campaign that is a part of Dainik Bhaskar Group's circulation expansion initiative is backed by print, radio, digital and online, outdoor, cinema, TV and on-ground activation

e4m by Tasmayee Laha Roy
Updated: Jul 4, 2019 7:34 PM
Salman Khan DB Group

Bollywood is now selling newspapers too. From automobiles to FMCG to retail, every sector has used Bollywood to increase reach and grab eyeballs. This time around it’s a newspaper that has jumped on to the bandwagon of getting a celebrity face on board. Salman Khan is the face of the ‘Jeeto 21 crores’ campaign launched by the group across 12 states in Hindi, Gujarati and Marathi languages.

Dainik Bhaskar Group has not just engaged Khan for their circulation expansion campaign in existing markets but is investing close to Rs 35 crores in the initiative. The campaign that is a part of the group's recent circulation expansion initiative took off on a positive note with an immediate rise in social media chatter.

The move comes in within months of DB Corp Ltd., the parent company of Hindi and regional dailies such as Dainik Bhaskar, Divya Bhaskar, and Divya Marathi, posted a 15.4% decrease in profit after tax (PAT) to Rs 273.8 crore, for the year ended March 2018, according to reports. The company’s PAT stood at Rs 324 crore in FY18.

DB Corp’s total revenue, however, has risen by 6.2% to Rs 2,479.4 crore in FY19, from Rs 2,334.9 crore in FY18. Advertising revenue of the group grew 7.4% to Rs 1,762.5 crore, while circulation revenue increased 5.1% to Rs 523.7 crore in FY19.

While stars have only sold the likes of deodorants, clothes, cars, and homes, how does DB Corp Ltd plan to use Khan to grab eyeballs? “Salman Khan is one of the biggest superstars of Bollywood and high on the popularity charts among Indian masses. He has high mass appeal. Having him in the campaign increases attention to the circulation campaign which is expected to result in readership growth in our existing markets and we expect a resultant increase in market share and circulation too,” said Kaacon Sethi, Chief Corporate Marketing Officer, Dainik Bhaskar Group.

The scheme campaign is backed by print, radio, digital and online, outdoor, cinema, TV and on-ground activation.

Not much of a surprise, a high profile campaign like this is never easy on the pocket. “The cost of the overall prizes in the campaign is Rs 21 crores. Besides that we expect another Rs 10-12 crores to be spent on marketing and communication and on-ground activities,” added Sethi.

The media group has hired Famous Innovation to implement the campaign, Phoenix being their content production partner for the same.

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