Compact daily, Mail Today, a JV between the India Today Group and Daily Mail of London, has rolled out a new campaign in Delhi and Delhi NCR to further strengthen its presence in the region. The creative agency behind this new campaign is TBWA.
Speaking on the thought process behind the campaign Devesh Rai G, Head, Distribution & Marketing, Mail Today, stated, “Through its past campaigns Mail Today had already established the target audience it is meant for, the new Indian. The current campaign establishes the product attributes that make it relevant to this target audience.”
Rai noted that the campaign reflects the bold and irreverent reporting. Mail Today as a newspaper has been unsparing in its opinion, unforgiving in its voice and fearless in analysing the truth behind the stories. “The campaign reflects those attributes which we believe are in sync with the values and beliefs of the new Indian middle class, a new segment of self confident and opinionated people,” added he.
Prior to this campaign, the newspaper was running the campaign - ‘The World has changed where have you been?’. Rai believed that these campaigns help establish the brand persona and establish the content differentiators thereby giving a strong reason to buy. In all its campaigns Mail Today has strategically used outdoor and radio to reach out to its target audience. The current campaign outdoor strategy is to be present in key landmark sites across the city including prominent locations at the airport.
The new campaign will be supported by a series of ground level activities in malls and high traffic areas. Also, focus of the activity would on highlighting the content differentiation. Rai said, “These will engage the target audience with the product and increase trials amongst non-readers.” Meanwhile, the newspaper is still in the process of finalising its digital marketing campaign.
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