ï»ż

Top Story

Home >> Out-of-home >> Article

Mail Today launches OOH campaign for Delhi and NCR

25-March-2011
Font Size   16
Mail Today launches OOH campaign for Delhi and NCR

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.
 

Chief Content Officer, Eros Group, on Eros Now's first original comedy series, reception to its short form content and code to crack original content strategy

The new Head of Office for FCB Ulka Bengaluru on her vision for the agency, her role in shaping brands over 16 years, and why it is important to have fun in advertising

Strategy Head, Zirca Digital Solutions listed out key aspects of a good content marketing strategy and performance indicators for successful campaign

Richard Ingleton, Group CEO, Kantar Insights, says it is not right to associate market research with just survey

right
left
MINDSHARE BAGS TOP HONOURS @INDIAN CONTENT MARKETING AWARDS 2018 REALTY+ ORGANISES ITS 10TH CONCLAVE & EXCELLENCE AWARDS WPP CELEBRATES WINNERS OF BRANDZ 75 MOST VALUABLE INDIAN BRANDS IN MUMBAI MATHRUBHUMI LAUNCHES NEW VENTURE WITH MATHRUBHUMI MEDIA SCHOOL MULLEN LOWE LINTAS GROUP, OGILVY DOMINATE IAA AWARDS FOR CREATIVE EXCELLENCE THE AD CLUB RECOGNIZES INDUSTRY-LEADING BRANDS AT MARQUEES 2018 IN MUMBAI VIACOM18 SHOWCASES ITS NEW MULTI-LINGUAL WEBSERIES, THE VOOT ORIGINALS @MUMBAI EXPERTS PICK THE BEST OF CONTENT MARKETING AT JURY MEET FOR ICMA 2018 RAJDEEP SARDESAI LAUNCHES NEW BOOK ‘TRACKING INDIA IN THE MODI ERA’ AT DELHI CHLOROPHYLL ENTERS ITS 20TH YEAR CELEBRATING WITH FRIENDS AND ASSOCIATES INDUSTRY VETERANS ADDRESS ATTENDEES AT THE INMA SOUTH ASIA MEDIA FESTIVAL @DELHI RADIO CITY RECOGNIZES BUSINESS ICONS AT DELHI ICON AWARDS 2018 KARAN THAPAR & SHEKHAR GUPTA DISCUSS JOURNALISTIC ETHICS AT THE PRINT’S ‘OFF THE CUFF’ WOMEN ECONOMIC FORUM AWARDS 2018 RECOGNIZE WOMEN LEADERS OF THE DECADE THE 6TH EDITION OF IAA AWARDS RECOGNIZES THE WORK OF INDUSTRY PROFESSIONALS 11 INDUSTRY EXPERTS PRESENT  THEIR FAVOURITE DIGITAL CASE STUDIES @AD CLUB’S ‘D-CODE BUSINESSWORLD LAUNCHES 14TH EDITION OF MARKETING WHITEBOOK IN MUMBAI INDUSTRY VETERANS CHEER AS ADMAN AMBI PARAMESWARAN LAUNCHES NEW BOOK SPONG AAAI HONOURS VETERAN ADMAN RAM SEHGAL WITH THE 2018 LIFETIME ACHIEVEMENT AWAR PITCH TOP 50 BRANDS 2018 AWARDS COMPANIES WITH BEST MARKETING PRACTICES

Dhoni will build awareness about digital payments through a campaign that will aim to educate consumers about the convenience and safety of debit cards

Adidas and Hima Das will work together to inspire young athletes to create positive change through the power of sport

The SVOD Bengali OTT player will soon enter UAE and Bangladesh and introduce a new monetisation channel for India