Campaign details

Brand: Dainik Bhaskar
Brand owner: Dainik Bhaskar
Lead agency: Famous Innovations
Country: India
Industries: Newspapers
Media channels: Newspapers
Budget: Up to 500k

Executive summary

Entering a new market in the challenging newspaper category, where the stakeholders are 'readers' – a breed of brand-loyal, change-reluctant consumers; Dainik Bhaskar changed the rules of acquiring market share.

This is the story of how Dainik Bhaskar created a newspaper whose content choices weren't dictated by so-called intellectuals, based on what they thought people should be reading but rather by the people themselves. This is the story of how a new entrant stole market share from the legacy players and became the second-largest player in the market within six months.

Market background and cultural context

Dainik Bhaskar is India's highest-circulation newspaper and is the dominant Hindi language newspaper in the 'Hindi heartland states', apart from in the states of Uttar Pradesh and Bihar. Dainik Bhaskar decided to enter the state of Bihar in 2014 and had a massive challenge ahead of it.