Our breakthrough strategy has helped us become No. 1 from Day 1 in most markets
An in-depth understanding of our readers guides us in creating a product that exceeds their preferences. This philosophy led us to pioneer the twin-contact program where we connect with the households of the city twice, prior to launch. While Phase I collects insights on the readers’ needs and preferences, Phase II involves showing the readers the product prototype before helping them subscribe.
JAIPUR LAUNCH | 1996 | No.1 from Day 1
A team of 700 surveyors went out into the field collecting insights, connecting with potential readers and getting advanced subscriptions. After meeting 200,000 households and understanding the reader preferences of the market, we launched Dainik Bhaskar in Jaipur with 172,347 copies, becoming No. 1 from Day 1. The value our readers saw in our product even before the launch led them to subscribe in advance, thus rendering us relevant to advertisers.
AHMEDABAD LAUNCH | 2003 | Largest direct consumer contact program in history
We cut across states and languages by launching Divya Bhaskar in Ahmedabad with 452, 000 copies! To achieve this, we carried out the largest consumer contact program in history. The insights gathered helped us create a product that touched the hearts of our Gujarati readers.
BIHAR LAUNCH | 2014 | Encouraging Bihar to speak up for their rights
Bihar had the highest priced newspapers in the country as a result of which people were extremely dissatisfied. On conducting our signature door-to-door survey, we discovered that the readers were unhappy with the price and well as the content in the existing newspapers. So we launched a massive advertising campaign – ‘SPEAK UP BIHAR’ which encouraged people to speak up against unfair prices and demand a better product. We then developed a newspaper that was priced, packaged and curated according to our readers’ preferences thus becoming No. 1 from Day 1. The impact of this campaign was such that it led to the competition slashing their newspaper prices even before we launched!
We plan on-ground initiatives and activities to connect with our readers better.
Bhaskar Utsav is an event that celebrates important milestones of the Group with its readers. Designed with the intention to include something for everyone, the event encompasses everything from marketing and film seminars to an evening of laughter and entertainment.
On the other hand Ek Ped Ek Zindagi initiative is a groundbreaking, action-led initiative of the Group that encourages the citizens of India to plant at least one tree in their lifetime. 2.5 million trees were planted by an endeavour that brought together various sections of the society.
We challenge conventional wisdom, rethinking what’s taken for granted.
Before we launched in Chandigarh, it was considered to be an English newspaper dominated market. However, our direct interaction with 220, 000 households helped us know exactly what they wanted; Good design, quality content and Hinglish instead of English! And that was what we delivered. Once again, Dainik Bhaskar became the No. 1 paper from Day 1.
We curate content in a hyper-localized manner to maintain relevance.
Our front pages are designed to be bold, hard-hitting and on top of the events and occurrences of the day. For example, on Makar Sakranti – Gujarat’s favourite festival, Divya Bhaskar used an illustration to depict political contenders of the upcoming Lok Sabha elections engaged in a kite-flying competition.
Divya Marathi on the other hand shared its readers’ emotion on the passing away of Shri. Gopinath Munde – the popular Maharashtrian politician by publishing a picture that depicted his larger than life persona. In other words, we mourned his demise along with millions of his followers, thus connecting with our readers on a deeper, more personal level. The impact was such that the politician’s family approached us to use this printed photograph in his condolence ceremony.
Content syndication tie-ups with publications such as the 'Time' and 'Harvard Business Review' help us deliver the best to our readers.
Tie-ups with reputed publications help us raise the bar and disseminate news from around the globe in an intelligent and informative format. This enables us to offer the ‘Best in Class’ experience.