Dainik Bhaskar turns DP Bhaskar for a day

By Devesh Gupta , afaqs!, New Delhi | In Media Publishing | November 01, 2013
A jewellery house in Indore recently came up with a high impact print innovation in the Dainik Bhaskar Indore edition, naming the paper as DP Bhaskar.

On October 26, readers of Dainik Bhaskar's Indore edition woke up to a surprise. They found their newspaper's name changed to 'DP Bhaskar'. The high impact print innovation from a home-based jewellery brand, DP Jewellers, had a three-flap ad in the paper in which all the three flaps are also complete ads in themselves. The additional flaps made the name of the paper look like 'DP Bhaskar'.

The print innovation

Deepak Jetha

The front page was a complete ad in three flaps. After the reader turned the first flap, there was a complete half page ad and on turning the second flap, a quarter page ad was revealed.

The jewellery brand had placed the ad strategically as October 27 (Ravi Pushya Nakshatra) was an auspicious day in the Hindu calendar that had come after 13 years. People prefer to purchase gold on this day.

Deepak Advertising Agency, Indore, was both media and creative agency for this innovation.

Speaking about the innovation, Deepak Jetha, MD, Deepak Advertising, says, "The client had briefed us for an ad which can motivate the readers to at least have a look on the ad in the paper where every other ad was a jewellery ad that day. We aimed at avoiding the clutter."

He adds that the client witnessed double foot fall in comparison to last year on that day.

The ad was published only in the Dainik Bhaskar Indore edition.

D P Jewellers started operations in 1940, and offers a wide range of jewellery. Currently, it has showrooms in Indore (MP), Ratlam (MP) and Udaipur (Rajasthan).

Deepak Advertising is mainly present in Central India and has been operating for more than 17 years. It has won over 100 national and international awards. It is a full service agency and has presence in Jaipur and Indore.

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