Amar Ujala’s busy 2011: New BTL unit, new magazines planned

Amar Ujala group is in aggressive mode for 2011. Besides a dedicated BTL division called ‘Touch Point’, the group will be launching two magazines as well as a youth-centric newspaper soon.

e4m by Nitin Pandey
Updated: Jun 8, 2011 9:19 AM
Amar Ujala’s busy 2011: New BTL unit, new magazines planned

Amar Ujala group is in aggressive mode for 2011. The group recently launched a new brand campaign called ‘Tab aur Ab’, covering TV, outdoor, print, cinema and radio platforms from June 1, 2011 onwards. Now, the group will be soon launching a dedicated BTL division called ‘Touch Point’, Amar Ujala officials told exchange4media. The group also plans to expand in the outdoor medium from this year onwards.
Speaking on the some of the achievements of the group in the recent months, Sunil Mutreja, President, Amar Ujala Publications, divulged, “Redesigning and revamping of the product took place in June 2010. We entered into major weekend pricing and subscription model in most of the central and eastern Uttar Pradesh market, where we managed to take high growth and also increase in terms of circulation numbers. Ad revenue growth was a result of focused strategy towards yield management and also market share with some of the major brands, which resulted in 23 per cent growth.”
He further said that this growth had been across verticals and the client base of Amar Ujala and added that significant client expansion had taken place in the Education, IT and FMCG verticals, which had contributed to the growth of the paper.
Meanwhile, in the magazine division, the group is launching two magazines – ‘Safalta’ and ‘Rupayan’ – for the regions including Uttar Pradesh, Uttaranchal, Himachal, Jammu, Punjab, Haryana, Bihar, Jharkhand, Rajasthan, Gujarat, Maharashtra. A youth-centric newspaper, ‘Uvaan’, is also slated for launch on June 18, 2011.
The new brand campaign of Amar Ujala which was launched in the first week of June 2011 revolves around the theme ‘Tab aur Ab’. At present, two creative renditions of ‘Tab aur Ab’ have hit the mediums – ‘Netagiri ban Gayi Dadagiri’ and ‘Handsome ban Gaya Beautiful’. Dhar & Hoon is the creative agency behind these campaigns.

An official note from the group stated that a series of more such facts would be seen in the days to come. It’s a satirical campaign bringing today’s ‘Truth’ to the forefront in an ‘in your face’ kind of treatment in execution. “In depth and extensive exercise was carried on to reposition the brand as a modern day newspaper, bringing in the modern day truth,” stated an official release from the group.

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