Mumbai: DB Corp Limited (DBCL) has announced today successful launch of DainikBhaskar’s new edition from Surat in Gujarat. With this launch, DB Corp Ltd now publishes 7 newspapers with 63 editions across 14 states across India, reinforcing its position as India’s largest print media company with an expansive reach across the country.
With the launch of DainikBhaskar in Surat, the media conglomerate has stormed Surat city with its awe inspiring and dynamic presence, backed by a well-strategised marketing campaign that has once again highlighted DainikBhaskar’s unmatched execution excellence.
In a state with extremely strong peer segment publishing news in the local (Gujarati) language, DainikBhaskar has validated it’s ability to break new ground by establishing presence in a large cosmopolitan city with almost 28 lacs of non-Gujarati speaking population.
Commenting on DainikBhaskar’s successful Surat foray Mr. Girish Agarwaal, Promoter Director, DB Corp Limited, “With the launch of DainikBhaskar in Surat, we have consolidated our presence and stronghold in Gujarat. Surat is a vast and unique market, with a developed industrial belt, which is home to some of India’s leading corporates across textile, Information Technology and diamond polishing sectors. The region is taking progressive strides in expanding its infrastructure, transport and communications facilities and also has a strong cultural heritage. The ‘Diamond City’ is amongst the top 5 fastest growing city in the world, the third cleanest city in India, the second largest city in the state of Gujarat and ranked 8th in India with a GDP of $40 Billion (USD). Therefore, our launch planning has been very meticulous beginning with the scanning process of strategically classifying the city to understand it’s demographics.
While Surat is a very competitive market with formidable print media companies catering to a large Gujarati readership base, it has significant untapped potential within a very large non-Gujarati speaking readership, which is an important target audience for DainikBhaskar. This segment comprises multicultural, industrialised households who have migrated from neighbouring states, having within them a large concentration of readers from Hindi speaking dominating states. Most importantly, they were faced with a limited choice for a Hindi newspaper of international standards with strong local news coverage. We identified this opportunity where DainikBhaskar could address the gap through a customised, world-class product for this audience segment. We are delighted that DainikBhaskar has emerged as a powerful, high quality product representing Surat city that addresses the content needs of this category.”
Mr. Satyajit Sengupta, Chief Corporate Sales & Marketing Officer, DB Corp Limited added, “Our single-minded aim has always been to offer a world class, news-led product for consumers seeking not only news but analysis with insightful perspectives, issues that create a progressive impact on daily life, global developments and a segment of engaging content offering readership delight. At Bhaskar, brand building begins from the first day of our surveys when our research team first interacts with potential customers to introduce the product, the company and solicits views and feedback on their requirements, which in turn forms the basis of new product creation. All our activities have been focused on the single objective of creating a strong product with high value proposition. We look forward to fortifying our presence further in Surat and emerge as the choicest medium for advertisers.”
DainikBhaskar has conducted exhaustive pre-launch ground study and high decibel marketing campaign accomplished in 3 phases, which was supplemented by impactful branding acrossSurat city’s strategic points.
Outdoor advertising with ‘AbSurajUgegaPashchim Se SuratKeAasman Mein’, ‘SuratKeAasmaanKoChahiyeApnaHaq Be-HichakBoliye’; ‘SuratKeHaq Ki BaatSunneAapkeGharAaRahaHaiDainikBhaskarAb’; ‘AbSuratHogaDuniya Se Do KadamAageAntar-Rashtriya Quality Ka Hindi AkhbarDainikBhaskar 29-Apr Se Surat Mein’; created a charged environment in Surat with powerful outdoor campaigns across key locations that significantly amplified DainikBhaskar’s launch. Well planned outdoor media campaign with hoardings and kiosks, banners, within the city comprised a 360 degree launch branding that enthused and attracted Surat’s targeted readers.