afaqs!

NaiDunia gets a brand ambassador for Yuva

By Sumantha Rathore , afaqs!, New Delhi | In Media Publishing | August 23, 2011
The Hindi publication has roped in Raghu and Rajiv of Roadies fame as brand ambassadors for its youth-centric daily Yuva.

NaiDunia Publications has roped in Raghu Ram and Rajiv Laxman of MTV Roadies fame as brand ambassadors for Yuva, its youth daily. This is the second Hindi newspaper to have a brand ambassador. In 2008, Dainik Bhaskar had roped in the captain of the Indian cricket team M S Dhoni, as its brand ambassador.

Talking about why the daily decided to rope Raghu and Rajiv as the brand ambassadors for its youth offering, Abhishek Chajlani, director, NaiDunia Publications, says, "They are youth icons and have a huge youth following. We notice that today's youngsters listen to what they say. And, since Yuva is youth-centric, it was only appropriate to rope in Raghu and Rajiv, in order to appeal to the youth with a broader base."

The group announced this development at a gathering of more than 5,000 students in Indore. The group has also launched 'Be the Change', a campaign led by the brand ambassadors of Yuva, which gives a platform to the youth to raise various issues ranging from health, civic affairs, transport, traffic, and education. Raghu and Rajiv kickstarted the campaign from Indore. It will gradually move to the other cities of Madhya Pradesh and Chhattisgarh.

"The objective of this campaign is to invite students to be the medium of change. Raghu and Rajiv are very unconventional in their thought and action, which will bring in fresh out-of-the-box ideas to the table of NaiDunia," says Debu Mishra, president, sales and marketing, NaiDunia Publications.

The daily will do content enhancement with editorial contribution from the twins, and will also reach out to the youth of Madhya Pradesh and Chhattisgarh through workshops.

As part of the 'Be the Change' campaign, the daily has initiated a workshop called 'Carry your Attitude' in Indore, Bhopal, Jabalpur and Raipur, and will soon be taken to other smaller towns like Ujjain and Sagar.

As a precursor to being appointed the brand ambassadors of the daily, Yuva started the Raghu-Rajiv's Candid Corner column in July. Through this, the brothers present their viewpoints on varied subjects. There's also an agony aunt column, where readers seek guidance from the two on dilemmas that they face in their lives.

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