Amar Ujala talks about 'Then and Now'

By Sumantha Rathore , afaqs!, New Delhi | In Media Publishing | June 07, 2011
The new brand campaign of Amar Ujala, 'Tab aur Ab', kick-started on June 1, across television, outdoor, print, cinema, and radio.

The Hindi daily Amar Ujala has launched a new brand campaign, Tab aur Ab, which is an extension of its brand philosophy, 'Josh Sach Ka'. The earlier brand campaign of Amar Ujala revolved around 'Josh Sach Ka'. Though the company still has the same brand philosophy, 'Tab aur Ab' is an extension, which communicates changes brought about in society.

Created by Dhar & Hoon, the satirical campaign aims to bring today's 'truth' to the forefront with a very in-your-face kind of treatment. It will, as of now, have two creative renditions -- 'Netagiri ban gayi dadagiri', and 'Handsome ban gaya beautiful'. A series of similar creatives will hit the screens in the days to come.

According to company officials, the group carried out an extensive exercise to reposition the brand as a modern day newspaper, bringing in modern day truths. For this, research was carried out to know the changing trends of readership, and the strengths and weaknesses of Amar Ujala.

Based on the findings, the newspaper underwent a product change, including changes in its masthead, content, language and layout, 11 months ago. This campaign will strengthen the new positioning adopted by the brand.

Amar Ujala Publications is spending around Rs 5 crore over a year, for the campaign.

'Tab aur Ab' is a 360-degree campaign, and will use television, print, outdoor, radio, and cinema. The campaign is being executed across 18 cities, including Lucknow, Kanpur, Allahabad, Varanasi, Gorakhpur, Jhansi, Agra, Meerut, Moradabad, Aligarh, Bareilly, Dehradun, Haldwani, Nainital, Jammu, Ghaziabad, Hapur and Modinagar.

To execute the campaign, the group has taken up ad slots on Zee News, Zee UP and Uttarakhand, and ETV UP and Uttarakhand. The newspaper has taken 10 spots per day, on ETV and Zee. In the print media, ad space has been taken across India Today Hindi and trade magazines, apart from Amar Ujala. There are 128 outdoors across cities, with an average of 10 outdoor sites per city.

"Today, when others have emulated advertisers' interest as the core of their business strategy and practice, Amar Ujala still holds 'truth' as the most valued virtue of the newspaper," says Sunita Sinha, assistant general manager, brand strategy, Amar Ujala Publications.

The campaign will run for two months (June and July); its extension will resurface in October and will go on till March 2012.

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