Dainik Bhaskar asks readers to cut and paste

By Devesh Gupta , afaqs!, New Delhi | In Media Publishing | July 04, 2014
The group will launch a pan-India activity to engage with the readers via a cut-and-paste activity in which they can win big prizes.

Dainik Bhaskar has launched a pan-India reader engagement initiative titled DB Vasiyat (will). In an announcement yesterday, it said that all the editions of Dainik Bhaskar, Divya Bhaskar and Divya Marathi will take part in the programme that will begin from July 5.

Dainik Bhaskar's Reader Engagement programme

Vinay Maheshwari

The announcement was made in the form of a will that has been published in newspaper on July 3. The group will publish 47 items over 30 days in all editions and the participant has to choose 45 of them and cut them from the newspaper and put them in an activity format, which includes putting those pictures (termed as items) in nine different bank lockers.

These bank lockers will also be published in the editions separately on July 4. A participant can put only five items in each locker. The format will include the picture of a locker and five different empty picture spaces, where the cosnumer can paste the images of the items he has cut from the paper.

If the reader's count of items in a particular bank locker matches with the organizer's format, the participants stand a chance to win a plot of land and a car among other significant prizes. The activity will be executed across the Dainik Bhaskar markets.

Vinay Maheshwari, senior vice president, sales and market development and brand management, Dainik Bhaskar Group, says, "Planning this event has been truly exhilarating. DB Vasiyat is a game of probability and luck for participants to pick the exact same bank locker and items to win the grand prize."

He further adds that this activity brings a mix of entertainment and innovation to the group's reader-engagement strategies connecting three brands - Dainik Bhaskar, Divya Marathi and Divya Bhaskar.

DB Corp publishes eight newspapers with 67 editions and 199 sub-editions in four languages (Hindi, Gujarati, English and Marathi) across 14 states in India. Its flagship newspaper Dainik Bhaskar (in Hindi) was established in 1958. Some of its newspaper brands are Dainik Divya Marathi, Business Bhaskar, DB Gold, DB Star and DNA (in Gujarat, Rajasthan and MP) on a franchisee basis.

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