DB Corp Expands Maharashtra Presence
Launches 7th Edition of Dainik Divya Marathi from Amravati [ read more ]
Mumbai, August 12, 2013: DB Corp Limited (DBCL), India's largest print media company today
announced the launch of its 7th edition of Dainik Divya Marathi from Amravati. With this launch the
Company has expanded its presence into 7 cities in Maharashtra, with 7 editions in the region and
66 editions across India. In keeping with the Company's new market launch trend, in Amravati, Divya
Marathi was introduced amidst great jubilation and emerged as the most popular newspaper in the
city from the first day of its launch. In its new region Divya Marathi was greeted with the same
anticipation and excitement as when introduced earlier in Aurangabad, Nashik, Jalgaon,
Ahmednagar, Solapur and Akola.
Commenting on the successful launch at Amravati, Mr. Sudhir Agarwal, Managing Director,
DB Corp Limited said, "Another milestone has been created as we expand our presence in the
state of Maharashtra with our 7th edition of Divya Marathi. In line with our launch strategy which we
adapted to the Amravati market, we focussed on expanding the readership base in the region which
is significantly under penetrated.
Amravati is the second largest city of the Vidarbha region after Nagpur and over time has emerged
as the second most prominent education centre of Maharashtra after Pune. Although the launch
planning was similar to that of other regions, our booking strategy did not only focus on self -
generated responses but also targeted the Vidharba region and areas around Amravati. The region
has a high literacy rate of over 93% and a rapidly developing workforce supported by a growing and
active business environment comprising large markets and retail formats, factories, hospitals,
educations institutes, banks, telecom providers and is a business centre to some of India's most
reputed companies. Our study of Amravati reveals a significant potential for DBCL to participate in as
a growth partner and play a dynamic role to propel Amravati's socio-economic progress."
DBCL's Amravati launch has once again revalidated the company's execution capabilities. The
launch was conducted in 3 broad phases beginning with initial introductory branding through seeking
views and feedback, crystallisation of feedback to develop and design product and finally explore
pricing and placing strategies of the product in the market. Corresponding to these phases,
respective teams were mobilised to form the survey teams, visibility teams and the final
implementation teams that were vigorously trained in communication skills, presentation skills, direct
marketing skills, sales techniques and personality grooming.
DB Corp announces launch of 6th Edition of Dainik Divya Marathi from Akola [ read more ]
Mumbai, July 15, 2013: DB Corp Limited (DBCL), India's largest print media company today
announced the successful launch of its latest edition of Dainik Divya Marathi from Akola,
Maharashtra. With this launch the Company has expanded its presence into 6 cities in Maharashtra
with 6 editions in the region and 65 editions across India.
Divya Marathi has once again been welcomed with great enthusiasm and eagerness by readers In
Akola, and has emerged as the most popular newspaper in the city from first day of its launch.
Commenting on the successful launch at Akola, Mr. Sudhir Agarwal, Managing Director, DB
Corp Limited, "Divya Marathi newspaper Akola edition launch has extended our footprint even
further across Maharashtra, this being our 6th edition in the state. Once again our experience was
truly exciting as Akola posed its own challenges that we overcame as a team and once again
brought out our execution abilities to the fore.
Akola is a developing city and one of the major cities of Vidarbha region. The city is taking rapid
strides in the IT sector and also has a rich cultural heritage. It is also known for good production of
cotton, grain market and oil mills. Akola is rapidly developing & expanding its infrastructure,
communications and transport facilities. Evidently, Akola brings with it a new proposition and reach to
advertisers and we aim to fortify our presence here to emerge as the most preferred media for
corporates while also strongly connecting with readers in this region."
DBCL's Akola launch has once again revalidated the company's execution prowess. The key theme
anchoring the Akola launch campaign was "Launch of Divya Marathi to break the long drawn silence
- Divya Marathi as unbiased, fearless and factual news daily for the people of Akola". As with all
other launches conducted in Maharashtra, an intense survey preceded the Akola launch. The survey
was conducted to introduce the Divya Marathi brand to readers for the first time, connect with them,
ascertain their individual preferences to ultimately develop news daily that will address their unique
issues and highlight aspects that will contribute to Akola's socio economic development.
Following are some of the key highlights from the conducted survey:
94% people of Akola want an unbiased newspaper
91% people want Akola to have the facilities of an urban city of Maharashtra
93% respondents want a balanced importance of both national and international news
90% people want Akola to be amongst the best model cities of Maharashtra
91% people of Akola want that the newspaper should not favor any political party and also
the newspaper should not be run by any politician
An exciting, aggressive launch campaign to generate more anticipation until final launch
The pre-launch was planned in phases to create sufficient excitement and anticipation amongst
readers with powerful hoardings conveying the 'integrity and unbiased' nature of the product – the
key attribute for people choosing to connect with Divya Marathi. Strong focus was given to marketing
activities through inserts, product hand books and pre-booking and pre-subscription orders. Pole
kiosks, auto back branding, road caravans with sample version of product, and innovative ideas such
as the 'Green Ambulance' were some of the branding activities undertaken that successfully
connected the product with its audiences.
A compelling branding campaign supported the launch and announced the progress of the survey at
every stage – "Tumchi Marji Janoon Ghyayla Yetoye" (We are coming to know your opinion/wishes!)
and "Na Ravanchi, Na Sahebanchi, Aata Chalel Tumchi Marji" (Neither of influential class, nor of
politicians, now only public opinion will make a difference!)