Campaign details
Brand: Dainik BhaskarBrand owner: Dainik BhaskarLead agency: Famous InnovationsCountry: IndiaIndustries: NewspapersMedia channels: NewspapersBudget: 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 Bhaskarcreated 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....