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Sakshi, the new Telugu daily, has launched a television commercial in Hindi, which was aired on English news channels CNBC-TV18, CNN-IBN and NDTV 24x7. The objective is to reach out to advertisers
The new Telugu daily, Sakshi, which hit the stands on March 24 in Andhra Pradesh, has come up with a Hindi television commercial. The TVC was aired on English news channels CNBC-TV18, CNN-IBN and NDTV 24x7.
Did that surprise you?
Well, it seems to be a much thought out strategy. The rationale that KRP Reddy, director, marketing Sakshi, offers is that the TVC is meant to reach out to media buyers and advertisers in their language.
The baseline for the paper is: Move to Tomorrow.
Shots from the ad |
Reddy explains that because all advertisers and media buyers do not know Telugu, it was important to have a Hindi TVC to announce the launch of Sakshi. The TVC also has a Telugu version. While the Hindi version, Reddy says, is targeted at advertisers and media buyers, the Telugu version is targeted at readers.
The campaign will be on air for the next two weeks, and will then be followed by direct marketing initiatives like direct mailers, events and web based ads.
The campaign also has a web version, which says, “A beautiful tomorrow has arrived in Andhra Pradesh. Will you be a part of it?”
The TVC has been produced by Corcoise Films.
Rani Reddy |
agencyfaqs! had broken the story of Sakshi heating up the Telugu market as early as December 2007. In all, the paper has 23 editions (19 in Andhra Pradesh and four in New Delhi, Mumbai, Bangalore and Chennai); it sells at a cover price of Rs 2.
The newspaper is part of Jagati Publications, the chairman of which is YS Jagan Mohan Reddy.
The paper has been designed by well-known newspaper designer Mario Garcia, and claims to have an initial print run of more than 11 lakhs. It is competing with the current leader, Eenadu, in the Telugu market, which, as per ABC figures for July-December 2007, has an all India average net paid circulation of 11,76,028 copies, an increase of 5.4 per cent over January-June 2007. Eenadu is priced at Rs 3 on weekdays and Rs 3.50 on Sundays.
As per media reports, Jagan Mohan Reddy has invested about Rs 120 crore in the launch of Sakshi.