With Hindia campaign the News daily establishes its positioning as the choice of affluent readers in top 12 cities of the Hindi heartland. In-agency mini game of golf amplifying the reach of B2B campaign.
New Delhi, 24 July 2017: Dainik Jagran INEXT is running a nationwide B2B umbrella campaign – Hindia. The campaign was launched last month with a teaser mailer that succeeded in generating much curiosity because of its intriguing title. Unique logo design only added to the attraction and attention. Name & the logo follow the theme idea of bi-lingual reporting as introduced by Dainik Jagran INEXT in India, a decade ago.
Coming from the house of Jagran Prakashan Ltd., Dainik Jagran INEXT is India’s first bi-lingual newspaper pioneered by Alok Sanwal, COO, Dainik Jagran INEXT. Publication came with a vision to cater to the youthful reader in his day-to-day lingo and proved to be a disruptor in the field of media.
Hindia – The idea
Campaign later revealed the idea of Hindia – the cluster of 12 Smart Cities spread across four states of the Hindi heartland, housing the most affluent population of the region. Cities include Dehradun, Bareilly, Meerut, Kanpur, Agra, Varanasi, Aallahabad, Lucknow, Gorakhpur, Patna, Ranchi and Jamshedpur.
The idea was well supported by eyebrow-raising data. The chosen 12-city cluster has several facts to boast of. For instance, the literacy rate of this group of cities is 77.99% and as calculated, the cluster has registered a mind boggling per capita income figure of Rs 1,87,311. Furthermore, 10 out of the 12 cities are connected by airports and 9 cities are a part of the smart city list as announced by Government of India.
Hindia Vs Hindi Heartland (consumer data comparision)
- 52% – Internet Users at Home reside in Hindia Vs the Hindi Heartland
- 51% – Air Conditioner Owners reside in Hindia Vs the Hindi Heartland
- 40% – Computer Owners reside in Hindia Vs the Hindi Heartland
- 32% – Home Appliances Owners reside in Hindia Vs the Hindi Heartland
- 31% – Automobile Owners reside in Hindia Vs the Hindi Heartland
Knocking the Agency doors for the knock-out
Amplifying the reach of the campaign, Dainik Jagran INEXT is now organising a mini-golf game series in various agencies of repute all across India. Focused at creating awareness amongst media planners and decision makers, ‘The Master Stroke’ motivates participants to take a stride and gain maximum holes. High scorers are being felicitated with an elaborate gift hamper. The activity is the BTL extension of the newspaper’s Hindia campaign.
Hindia campaign aims at directing the advertiser to reach the target reader much in sync with their brand requirement instead of wasting resources on scattered, low ROI, upcountry advertising. Identifying Hindia cities gives an option of filtering the urban market per advertisers’ needs. Alongside, the campaign is suggesting Dainik Jagran INEXT as the preferred media of choice that would get brands better ROI in the city-centric communication.
Explaining the idea of the campaign, Siddharth Biswas, GM, Brand Development, Dainik Jagran INEXT, says “In the interest of the advertisers, we have found and marked the boundaries of a virtual nation of sorts and are specifically identifying the not-so-perceived affluent spots of the region. Brands willing to reach the filtered TG and catch the right fishes now have Hindia as the right ocean and INEXT as the right hook.”
About Dainik Jagran INEXT
Dainik Jagran INEXT is India’s first bi-lingual daily launched in 2006 that has grown to have 12 editions spread across four states, since then. Born with a vision to cater to the youthful reader in his day-to-day lingo, INEXT proved to be a disruptor in the field of media. The news daily boasts of the targeted reach to the urban-urbane, most affluent reader of the region under its ambit.
Coming from the house of Jagran Prakashan Ltd. the leading media house of India, Dainik Jagran INEXT is a newspaper known for doing things differently. With a groundbreaking idea on its side, INEXT has bagged a host of recognitions and highest of accolades like that from WAN-IFRA – the apex body of all print products around the world.