i next launches campaign titled 'i next is my next'

By Sumantha Rathore , afaqs!, New Delhi | In Media Publishing | October 25, 2010
The campaign celebrates the bilingual tabloid's four years of existence

i next, the bilingual daily from the stable of Jagran Prakashan (JPL), which will celebrate its fourth anniversary this December, has launched a brand campaign titled 'i next is my next'. The campaign is a progression of last year's brand campaign called 'I'm not someone, I'm the i next one' launched in August 2009.

The recent campaign has been conceptualised to bring out the inner sense of pride of the i next readers and position the compact daily as a newspaper that determines the self belief of its readers.

Alok Sanwal, project head, i next, says, "The campaign makes i next a little more prominent and heroic, which brings in qualitative changes in the life of its readers. It builds on the premise that i next helps unleash all the aspirations within me. The USP of this campaign is that we are making a supremely confident statement about i next's association with the readers."

The brand campaign has two taglines. While one is in English, 'My rebirth within me', the other is bilingual - 'Meri spirit ka rebirth'. The campaign has been designed by Vermillion Communication, which has been conceptualising the tabloid's advertisements for the past two years.

The brand has a marketing budget of Rs 1.75 crore, out of which 55 per cent will be directed to out of home (OOH) hoardings and 15 per cent will be directed to other OOH activities. Another 20 per cent will be routed to radio (i next has tied up with Big FM, Radio Mirchi and Radio Mantra). About 3-4 per cent will go towards public relation initiatives.

The communication is divided into two parts. While one focuses on PR activities, the other one uses mass media, which is supported by radio, print and outdoor. As part of the OOH initiative, the daily will roll out a range of outdoor merchandise including badges, bus and car stickers, umbrellas, posters and danglers. The group has taken 280 hoardings across 12 cities.

As far as the usage of the print medium is concerned, i next, apart from using the groups' brands, is also using Outlook Business, Businessworld, Business Today and some trade publications.

The campaign is divided into two phases. The first phase will cover nine centres of i next including Kanpur, Lucknow, Varanasi, Allahabad, Meerut, Ranchi, Bareilly, Jamshedpur and Agra. In the second phase, it will reach out to the remaining three centres of i next, including Gorakhpur, Patna and Dehradun.

Apart from this, the daily, as part of its anniversary special, will bring out content special issues for three-five days in December and will also organise seminars in collaboration with other companies.

The group is also in the midst of restructuring its business model to make i next move from being a cost centre to profit centre in the near future.