Dainik Bhaskar’s ‘All the A’s are with us’ and ‘Janta ka manifesto’ campaigns have been nominated at the prestigious International Newsmedia Marketing Association (INMA) Awards 2009. Truly innovative, the two campaigns have been nominated in print advertising sales & retention and public relation & community service categories respectively. With an objective to appreciate and reward excellence in marketing communication pursued by global newspaper organizations, INMA has been organizing these awards for 74 years. This year there are 90 finalists across 30 categories from 43 countries.
Nominated in the print advertising sales & retention category, the ‘All the A’s are with us’ campaign was targeted at media planners to re-establish the fact that Dainik Bhaskar was the leading newspaper among SEC–A readers in the Punjab – Chandigarha & Haryana region. To arouse curiosity among media planners, the campaign was strategically designed with the use of a wooden ‘Scrabble’ that was sent across to media planners with alphabet ‘A’ missing and a sealed envelope with Dainik Bhaskar branding. To proclaim Dainik Bhaskar’s leadership position in the Punjab-Chandigarh and Haryana ( PCH ) region to the target audience, the envelope carried comparative readership data (IRS-08 R1) and the missing A’s. The readership data ascertained Dainik Bhaskar’s dominance among the SEC-A readers in the CPH region.
On the other hand, ‘Janta ka Manifesto’ campaign, nominated for public relation and community service category, was targeted at the masses in Rajasthan, Chhatisgarh and Madhya Pradesh just before the state elections in the region. Intended to evoke common people’s thought process to create their own manifesto and criteria they would consider for selection of candidates and parties, the campaign invited views and responses from them with the help of an innovative pre-paid inland letter published in the daily’s editions. Aimed to give a voice to common people and to present the common people’s suggestions for the upcoming elections, an in-depth analysis of the responses was carried in Dainik Bhaskar newspaper across all editions.
Said, Sanjeev Kotnala, VP, BrandComm, Bhaskar Group, “Being appreciated by an industry body is always a pleasing thought. In case of INMA, a global body, our work was competing with some 45 countries and it has found relevance, excitement, and strategic sync with the jury. We await the final results which are due on May 15th.”
Other nominations in the print advertising sales and retention category are The Columbus Dispatch, The Sydney Morning Herald and in the public relation & community service category are Dagens Nyheter, Hindustan Times.