Business Standard unveils the power of Hindi

By , agencyfaqs!, New Delhi | In Advertising
Last updated : September 25, 2014 04:04 PM
The company has planned a marketing spend of Rs 10 crore - Rs 3-4 crore each for television and print and Rs 2 crore for outdoor

A year

ago, Mint launched its TV commercial on the premise of making business news easy to understand. The newly launched TVC for Business Standard (BS) goes beyond that to inform its consumers that they will be served what they want, in the way they want it, and in the easiest way they can think of.

Business Standard launched its Hindi business paper on February 16, and it was the very first in the field. (Competitor The Economic Times launched its Hindi edition a few days later.) Along with its Hindi edition, BS also launched its communication campaign, which comprises two films. Zahir Mirza is the creative director for the campaign.

I can understand everything

What's he saying?

The voice of Business Standard

I'll get back to you later

Product shot and tagline
The first TVC opens with an investment advisor, fluent in the English language, suggesting to a small manufacturer that he try international banking. The manufacturer's vague smile indicates that he can't understand a word. Just then, the advisor's mobile phone rings. The manufacturer, who understands only Hindi, questions himself aloud about what the advisor is telling him. He hears a voice behind him, which explains in Hindi that the advisor is telling him to try international banking. He turns around to find that the voice is coming from behind a Hindi newspaper, Business Standard. The voice behind the newspaper goes on to tell him that investing in the power sector would be a better bet.

While the investor is still talking on the mobile, the manufacturer makes a quick exit, saying he will get back to him. The angry advisor is curious to know about the person who lost him the deal. The voice reciprocates, "Main Hindi hoon (I am Hindi)." The film closes with the brand's tagline: "Business Standard. Behtar business woh, jo aapki bhasha main ho (The best business is that which is conducted in your language)."

In the second TVC, a bank executive, speaking in English, is trying to sell a bank loan to a small manufacturer. The latter is unable to comprehend what he is telling him, and he questions aloud, "Hi-Fi bol kya raha hai? (What is Hi-Fi saying?)" A voice from behind a Hindi newspaper, Business Standard, tells him that the bank executive is offering him a loan from his bank at a low rate of interest. The relieved manufacturer asks, "Bhai saab, aap kaun hai? (Who are you, brother?)" "Main Hindi hoon," comes the reply. The film closes with the voiceover. (Submit your opinion on this ad.)

Redefining the way people read and consume business news by making reading simple was the communication requirement in the brief given to the creative agency for BS, Lowe. "I'm a business paper, and I've come to you in Hindi, the language that you understand best - that is what we wished to tell the readers, especially those who were seeking a business paper in Hindi," says Arun Natesh, BS' head of marketing.

Natesh says, "The need of the hour was to communicate to readers that a newspaper in Hindi exists in the market. The language of the corporate world has always been English, and it was important to build a sense of pride amongst readers in reading a business newspaper in the country's national language."

BS has used its properties - the stock market index, coverage of all kinds of company news, etc. - in the campaign to give a sense of what it can deliver and what the readers can expect from it. In both the TVCs, the man behind the newspaper is not shown. "This was done to make it seem as if the voice is the voice of the paper," says Natesh.

Through their communication, BS is trying to reach out to the SEC A1, B1 and B2 categories in the Hindi speaking belt. Targeted largely at 25+ men, the newspaper considers everyone in the business - from the smallest traders and manufacturers to investors, brokers, grain merchants, commodity traders, and dealers in gold and silver. In terms of demographics, the paper is looking at a presence Maharashtra upwards, and it is present in almost every state, except Rajasthan. Natesh refused to comment on its lack of presence in Rajasthan.

In addition to television, outdoor and press have also been utilised. On-ground activation and mailers have been taken up. A website has been put together for the Hindi paper and is now in operation, The company has assigned a marketing spend of Rs 10 crore, out of which Rs 3-4 crore each have been allotted to television and print, and Rs 2 crore to outdoor.

According to a research study conducted by BS for the new paper, readers want access to more information, and more knowledge about financial terms in Hindi. To meet this need, subscribers to the Hindi paper will be given a booklet of financial terms in Hindi.

Business newspapers comprise 4 per cent of the entire newspaper pie. According to ABC, ET has a circulation of 7,00,000 copies and Business Standard, 2,00,000. BS launched its Hindi paper in Mumbai and Delhi first, followed by Lucknow, Chandigarh, Bhopal, Patna and Kolkata.

First Published : September 25, 2014 04:04 PM
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