Brand Curry wins Jagran Prakashan’s ‘I-next’

Following a multi-agency pitch, Brand Curry has bagged the communication duties for ‘I-next’, the compact daily from Jagran Prakashan, the publishers of ‘Dainik Jagran’.

M&C Saatchi had been handling this business since last year, when the brand was launched. The publication had called for a pitch then, and M&C Saatchi was awarded the duties. Brand Curry had also participated in the pitch then.

This time, when a fresh pitch was called, Brand Curry was up again to bag the business, and it succeeded. The fact that the agency also handles Radio Mantra 91.9FM, Jagran’s radio venture, also worked in its favour. The company seems to be impressed with Brand Curry’s work on its radio brand.

Launched in December 2006, ‘I-next’ has a presence in two cities currently, Kanpur and Lucknow. However, before the year closes, the group plans to take the compact daily to five-six new cities. It also plans to print the Kanpur edition in full colour, as also some of the new editions that are in the pipeline.

‘I-next’ is positioned as a youth daily especially targeted at the non-metros where ‘Dainik Jagran’ has established its stronghold.

Ashish Sood, senior vice-president, Brand Curry, says, “‘I-next’ is a non-stereotypical newspaper and hence gives us a unique opportunity to create new rules.”

The group has planned a budget of Rs 3-4 crore for the brand’s communication, which will involve use of media such as outdoor, print, below-the-line activities and direct marketing.

Television is also a part of the media mix, but mass media will not be considered, because of the spillover. The company plans to use local cable channels extensively.

‘I-next’ now plans to enter the web media and get into other verticals such as blogging, chatting and ecommerce.