After foraying into the Northern Hindi-speaking belt, Dainik Jagran is eyeing Jharkhand and has adopted an aggressive strategy for the state. “The publication aims to be the number one daily in Jharkhand and plans to touch the hearts of the reader,” says Sunil Gupta, Director, Dainik Jagran.
Indeed, the publication has adopted a blend of soft branding and aggressive marketing in the state. “In fact, since the implementation of the strategy, the publication claims that between September 22 and November 20, it has recorded a gain of 24,900 copies,” says Sanjay Gupta, CEO, Dainik Jagran.
The campaign, called ‘Junoon-e-Jharkhand’, on the same lines as ‘Junoon-e-Punjab’, was chalked out to understand the needs of Jharkhand. “An inter-functional task force comprising all the senior members from editorial to sales pitched in. The idea behind the campaign was to win the trust of the people by involving ourselves in developmental activities for the people of the region. And the response has been overwhelming,” adds Gupta.
Hindustan, the Hindi publication of Hindustan Times, is a market leader in Jharkhand. Jagran’s challenge is to penetrate the market and is focusing on cities like Jamshedpur, Ranchi, Dhanbad, Bokaro and Hazaribag. Dwelling on the penetration strategy, Gupta says, “Jagran has taken a systematic study to understand the Jharkhand reader. We have studied what do they really like reading and what they prefer to avoid. In the dipstick study we have also checked what they like in our paper versus the competitor. Their likes and dislikes are being immediately implemented.”
As Gupta puts it, the publication is certainly on a ‘junoon’. “After Jharkhand, we are also planning similar campaigns in Bihar, Western UP, Uttaranchal and Madhya Pradesh,” he informs.
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