National, July 16, 2019
Entertainment has always been one of the biggest strengths for the brand DJ-INEXT and the same opinion resonated in their recent product survey (through an independent agency) when 87% of their readers voted in favour of their Entertainment page. With the idea of strengthening their advantage in this domain, the newspaper brand has conceptualised an idea to provide exclusive Bollywood news to its readers with an extra dedicated half page for entertainment news. The newspaper launched this section as ‘INEXT HITLIST’ on 27th June 2019. Its launch has made sure that DJ-INEXT is now the Hindi daily with most number of Entertainment pages in the Hindi heartland.
Hitlist serves as the one stop Bollywood Entertainment solution for all our readers. Bollywood parties, celebrity fashion, celebrity lifestyle and exclusive gossip would be the key features of Hitlist. The newspaper’s dedicated reporters in Mumbai bring this exclusive content for readers. The core message of the campaign is ‘Your thirst for Entertainment news can never be complete without Hitlist.’
Keeping the same attribute in mind, The brand launched Hitlist with a huge campaign. The campaign came up as an eye-stopper. In the communication there were few letters missed in the names of famous Bollywood stars to convey that you are not getting complete news of your favourite celebrities and Hitlist is to complete your Entertainment dose. Promotions across Print, Cinema, Radio and OOH ensured that the newspaper made enough noise across all platforms and let people know that ‘Hitlist’ had arrived. The campaign was also pushed on B2B channels via direct physical mailer having movie and food vouchers. The campaign and the content is receiving a heartening response from all those who saw it.
As a follow up, the campaign has some exciting communication designed specially to create a buzz among the Entertainment fanatics. Hitlist has already got a positive word of mouth communication spread and has been acknowledged for its unique content.
“As we move forward, the idea is to build Hitlist with some great communication and make its content and presentation very differentiated so that it stands out among its peers,” said Alok Sanwal, COO, DJ-INEXT.
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