Hyderabad based Telugu daily Sakshi has introduced 'Family Fiesta', a reader reward scheme for its Hyderabad and Vizag editions to woo the women and children of the house this summer.
Family Fiesta, which focuses on kids, is a cut, paste and discover project, where kids can win guaranteed prizes at the end of the month. Targeted at children and teenagers up to 16 years of age, the activity will culminate in May in a four-week kids' carnival that will have singing and drawing competitions, quiz shows, elocution and fashion shows.
To ensure that children pick up the paper during their holidays, Sakshi has launched 'Kato-Chipkao' (cut, paste and win prizes) campaign that appears every day in the city section of the paper, in which a portion of a bigger caricature split into 30 parts is published. The reader has to cut and paste these on to a lucky chart distributed along with the paper on the first day of the campaign, March 1, to complete the caricature.
In order to make the campaign interactive, the newspaper has kick-started a daily SMS competition and 'Jaldi 10' in which the young readers have to guess the complete picture. The first 10 correct answers will be given prizes.
Similarly, another programme has been planned for women during the month of May and June, which will culminate in a 'specially for women' four-week fair called Sharvani Mela in July.
KRP Reddy, director, Jagati Publications, which publishes Sakshi newspaper, says that this campaign, apart from increasing stickiness among the children and women of the house, aims to add new readers as well.
The promotion is being supported by BTL activities as well as print, radio, TV shows and hand bills. There are also editorial write-ups that bring out the 'fun and easy to win elements' of the scheme to motivate children. To keep the audience interest going, the carnival will be shown on Sakshi TV.
Interestingly, a bulk of the entry forms have been given to the hawkers, seeking their paid services to drop them at households that subscribe to Eenadu and Andhra Jyothi, and other Telugu speaking households.