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The marketing objective was to increase Loksatta’s circulation
before it launched its new supplement ‘Viva’. The paper held
Scratch2Win- a contest where readers had to scratch a coupon and
if they were lucky, could win anything from a pen to a house. The
vibrant campaign included a newspaper jacket, print ads, posters,
hoardings, bus shelters, radio spots and internet ads. Public
response to the communication was overwhelming. And Loksatta was
compelled to extend Scratch2Win by another month. During the
campaign, the paper’s circulation increased by a whopping 22%, the
first success story of Loksatta in 2005.
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To reach out to a
broader target audience, Loksatta decided to launch a supplement
for the modern Maharashtrian woman. The pre-launch communication
was a teaser campaign that suggested both the unveiling of
something new and the unmasking of the new Maharashtrian woman.
The ads challenged the perception people have of Maharashtrian
women. The campaign concluded with the unveiling of actress Sonali
Kulkarni, as the guest editor of Viva.
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