Print players turn on innovations for Diwali

From festive offers for advertisers to special festive editions for readers, print players have several initiatives lined up

Print players turn on innovations for Diwali

With the country in the grip of the festival season, marketers, advertisers and different media players have upped the ante to woo customers. Amidst all the hectic buying frenzy, print players have been lining up several innovative and interesting wares to engage with their readers as well as further consolidate their brands.

Hindi daily Hindustan is busy consolidating its presence in Bihar and Jharkhand through special schemes. The paper has been running special festive offers for media agencies and partners, which allow them to optimise their advertising spends, while strengthening their reach in their key markets.

The festival initiatives started during Navratra period in October 2012. The coverage started with presenting the different avatars of goddess Durga as well as carrying out contests for reader across Central, Eastern UP, Bihar and Jharkhand, where the readers were asked to vote for their favourite puja pandals. For Diwali, Hindustan has introduced a special festival section called ‘Anokhi’ aimed at women readers and offers them tips and suggestions to look their best this Diwali.

Prabhat Khabar will be publishing a four-page Diwali supplement, ‘Diwali Parishisht’, which will carry articles from readers on various topics around Diwali celebrations and their importance.

The paper is also launching a special 150-page magazine, ‘Bazaar’. With a cover price of Rs 30, ‘Bazaar’ will carry insights on the market, economy and finance, provided by a cross-section of sociologists, economists and authors. Several local garment, textile and jewellery outlets have come on board as advertisers in this special magazine. The Prabhat Khabar management has decided to make ‘Bazaar’ an annual property.

Maharashtra Times came up with a ‘golden’ edition on Saturday, November 10, 2012 and a special ‘perfumed’ edition on the occasion of Dhanteras on Sunday, November 11.

Talking to exchange4media, Rohit Dhabolkar, Brand Development Head, Maharashtra Times, said, “We came up with a ‘golden’ edition for the festival weekend, wherein all the headlines, captions and some of the story descriptions appeared in golden letters. For this edition, we had rope in jewellery shops as advertisers.”

The Delhi edition of Hindi daily Navbharat Times came up with a French window innovation in the paper on November 11. Sharing more about this innovation, Aman Nayyar, Brand Manager, Navbharat Times, said, “As Dhanteras is a day for buying, this French window wooed the advertisers and readers. The innovation was done in a door format, where once the reader opened the first page, it was divided into four parts and the story appeared in different segments.”

Meanwhile, in the run up to Diwali, Lokmat Samachar launched a 230-page Hindi literature collection ‘Deepbhav’. With a cover price of Rs 100, the magazine carries the works of renowned Hindi poets and critics.

While every print player wants its festival editions to be collectors’ items and effective brand vehicles, it remains to be seen how such initiatives impact bottomlines.

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