afaqs!

Sakal readers wake up to a gold surprise in Pune

By afaqs! news bureau , afaqs!, New Delhi | In Media Publishing | April 26, 2012
The innovation in the Marathi daily was done for the recently opened Tribhovandas Bhimji Zaveri (TBZ) store in Pune, on the occasion of Akshaya Tritiya.

On the occasion of Akshaya Tritiya, Pune-based Marathi daily Sakal came up with a scratch and win gold innovation for Tribhovandas Bhimji Zaveri (TBZ) jewellers, which recently opened its first store in Pune. The scratch and win card had some or the other discount for every reader of the daily that day.

Kajal Malik

A quarter page ad of TBZ was published on the first page of the special Akshay Tritiya feature, with a scratch card pasted on it. Each scratch card had an offer from TBZ on its gold and diamond jewellery. As per the company, while about 20 per cent readers of Sakal Pune received a discount of Rs 1,100 per 10 gms of gold, others received discounts ranging from Rs 800 to Rs 600. Sakal claims to have a print run of 4 lakh copies in Pune.

The scratch card, which was published in the daily on April 24, had a validity of three days (till April 26). The innovation was supported by editorial content that day. As per the claims, the footfall in the TBZ showroom increased by 50 per cent on Day One itself.

In an official communiqué, Shailesh Amonkar, chief marketing officer, Sakal Media Group, says, "Sakal Media Group is committed to provide maximum value to our clients. For that purpose, we are always ready to go out of our way and think of innovative solutions that would benefit them. The scratch card initiative for TBZ is a proof of the same."

According to Kajal Malik, vice-president, brand solutions, Sakal Media Group, "Sakal Media has a range of products that has the potential to provide unique solutions to our client's need." Some of the group's major clients are Nestle, Godrej, Vodafone and Johnson & Johnson.

The Sakal Media Group has presence across print, digital, communities, events and TV.

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