Deccan Herald - New face or Old wine | Brands IndiaBrands India

http://brands-india.com/2011/06/11/deccan-herald-new-face-or-old-wine/

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Deccan Herald New face or Old wine

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Deccan Heralds latest campaign tries to give a fresh look to the 60 year plus newspaper. Indias print industry, now worth about 2.8bn, has grown by an es mated 10% in each of the last three years. Sure enough, the newspaper has a rich
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heritage, a strong cultural associa on with the people of Karnataka and the poten al to give compe tors a run for their money. But the big ques on is Is the new marke ng strategy going to take them there? The ads on billboards and radio look nascent for a company that is as veteran. This could be because the company while aspiring to scale new heights is yet to evolve. My experience with brand-ac va ons and re-launches largely has been ge ng the management on board with the next phase of the companys evolu on and preparing for a signicant change. Remember, the Canara Bank re-launch, the change went from the management down to the consumer experience level. While there is no denying in the high aspira onal quo ent in companies today, tradi onal companies such as Deccan Herald must realise that consumers today are ever more informed and picky. Switching costs are high (in eort mainly) and the consumer is aware of this at a sub-conscious level. India is a market where, as soon as a person becomes literate, they get a newspaper (even before they buy a phone) it is the rst luxury they aord, said veteran editor A.S. Raghunath. The brand oering must be brought out with clever adver sing (with all the brilliant minds in the space, that should not be too hard!) while answering the golden ques on What do I want an observer of my ad to do a er they see/hear my crea ve? So shouldnt the ad arouse enough curiosity to make people dash to the next news stand?
POSTED ON JUNE 11, 2011 BY AJIT VISHWANATH POSTED IN BRAND ACTIVA TION, MASS-MARKET , MUNDANE STRATEGY, NEWSPAPERS MARKETING

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7/30/2013 10:34 PM

Deccan Herald - New face or Old wine | Brands IndiaBrands India

http://brands-india.com/2011/06/11/deccan-herald-new-face-or-old-wine/

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7/30/2013 10:34 PM