Hindi daily Amar Ujala is all set to launch an edition in Rohtak, Haryana starting this week. This will be the paper's third edition in Haryana and it will cater to 10 districts of the state, including Rohtak, Hissar, Bhiwani, Sonipat, Mahendragarh, Rewari, Sirsa, Panipat and others.
The other two Haryana editions of Amar Ujala come from Noida and Chandigarh and cater to two and six districts, respectively.
The Rohtak edition will be an 18-page newspaper that will have advertising from both local and national advertisers.
Amar Ujala has already launched a campaign to create buzz around the brand. The catch line for the campaign says, 'Ummido ka sooraj, hauslon ki udaan, Haryana ki nayi awaaz, nayi pehchan'. It also ran a home-to-home campaign for 50 days across districts to get the bookings and spread awareness on the launch of the paper.
The new edition will have a My City page that will carry region-specific news. Virendra Pathania, VP, marketing, Amar Ujala, says, "In regional areas, people are more interested in reading news about their own place instead of national or international developments. To cater to this need, in the new edition we are beginning with a My City page that will have stories on specific regions, so that people are aware about what is happening in and around their areas."
The main competitors for Amar Ujala in the Haryana market will be Dainik Bhaskar, Dainik Jagran, Haribhoomi and Tribune.