Dainik Bhaskar, a leading Hindi news publication, has come up with a digital campaign called 'Happy Rajasthan' which commenced on July 8 and will continue until the end of the month. Conceptualised and executed by Ogilvy & Mather, the campaign makes a call-to-action to people directing them to the microsite - www.happyrajasthan.com, where one can upload images and videos related to their happy and fun moments in Rajasthan. One can invite friends and family to vote for their entries. The most voted entry stands a chance to win an iPhone 6 and other prizes. Pictures and videos can also be shared on the twitter handle @happyrajasthan.
"Rajasthan has embraced Dainik Bhaskar with open arms right from the first day of our presence in the state. Our focus on socio-economic local issues has helped create a superlative reading product which is the newspaper of choice in Rajasthan. This initiative is aimed at engaging our readers so that, amidst their daily lives, they can relive wonderful memories that can be shared with others too," says Kaacon Sethi, chief corporate marketing officer, Dainik Bhaskar.
To make the campaign visible across all media platforms, the group has taken to advertising across trade magazines, e-mailers, advertorials, digital advertising, social media advertising, PR and direct mailers. Moreover, the campaign is directed towards media planners, buyers and advertisers, encouraging them to express their happiness and joy towards Rajasthan by sharing a photo/video of their happy moments in Rajasthan. Delhi and Mumbai are the two cities covered for this promotional campaign.
Pradeep Dwivedi, CCSMO, Dainik Bhaskar, adds, "Our task was to reach out to media planners and marketers alike and tell them that nobody knows and covers Rajasthan like the way we do, and that Dainik Bhaskar is the key to a good media plan that talks to Rajasthan." He further shares, "Dainik Bhaskar has been the most preferred news vehicle for its readers in Rajasthan since the last 19 years. Nearly two decades of sustained leadership is linked to our deep understanding of reader's needs, desires and expectations. The Happy Rajasthan initiative is our way of celebrating our wonderful association with the state with all our partners."
The brand aims to amplify the campaign by using digital media as a platform, since the target audience comprising media planners and marketers are digitally savvy. The campaign has been divided in two parts- one is consumer-led for submitting entries, and the second for amplification of the same to trade, both via digital.
The newspaper's readership was 619100 as per IRS 2012 (fourth quarter); while ABC's July-December 2014 report pegs its circulation at 1396099.