Brand: Dainik Bhaskar
Brand owner: Dainik Bhaskar
Lead agency: Famous Innovations
Media channels: Public relations
Budget: Up to 500k
Dainik Bhaskar, a new entrant in the Bihar newspaper market, changed the rules of gaining market share and, through its Twin Contact Programme, was able to quadruple its readership within six months. However, because this growth was achieved in such as short space of time, the numbers were not going to be reflected in the latest circulation numbers. This case study explains how Dainik Bhaskar used research to show the growth it had achieved and how these numbers were used to demand higher advertising rates.
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.