The front page of the Hindi daily Patrika turned double its usual size today, in order to reinforce the company claim of being the No. 1 in terms of circulation, across its various editions. The bigger-than-usual front page was done by turning the newspaper masthead sideways to make the newspaper look twice the regular size.
Talking about the innovation, Ajay Datta, head, brand communication, Patrika, says, "Innovation is used to cut the clutter in advertising. Our team had been thinking of creating a communication which could quite simply and strongly register the idea of Patrika being the biggest newspaper in the various markets of its circulation. The idea of making the newspaper visually big is designed to make a statement among our readers."
Apart from the change in the masthead, the innovation was supported by a 52 cm strip right below the masthead. In Jaipur, the masthead read 'Jaipur ka sabse bada akhbar (The biggest newspaper of Jaipur), to emphasise the reason behind the change. Similar to Jaipur, various other editions of the daily carried a line announcing the supremacy of Patrika in that city.
Patrika first carried this innovation on April 17 across its Jaipur, Jodhpur, Kota, Udaipur, Bikaner, Barmer, Bhilwara, Ajmer, Alwar, Pali Sri Ganganagar, Bhopal and Indore editions. Today, the same innovation is being extended to all other centres of the Hindi daily, including in Rajasthan, Gujarat, Karnataka, Tamil Nadu, Chhattisgarh and Madhya Pradesh. The innovation was done by the in-house creative team of Patrika.