Navbharat Times launches Lucknow edition

The launch was supported by three pre-launch campaigns and one launch campaign through a high decibel outdoor, radio and press media plan

BestMediaInfo Bureau | Delhi | August 14, 2013

Navbharat Times, the most read Hindi newspaper in Delhi and Mumbai, from Bennett, Coleman & Co. Ltd, has launched its fourth edition in Lucknow – after Delhi, NCR and Mumbai – on August 4, 2013.

The Lucknow edition of NBT will target progressive minded readers across all age groups in Lucknow City and Greater Lucknow. Lucknow is the biggest advertising market in Uttar Pradesh, estimated at more than Rs 200 crore.

The cover price of the Lucknow edition is Rs 4 on weekdays and Rs 5 on Sundays. The main section consists of 16-20 pages besides 4-6 pages of Lucknow Times. With an initial print run of 1 lakh plus copies, the daily aims to become No. 1 in the Lucknow market despite stiff competition from Dainik Jagran, Hindustan and Amar Ujala.

In the run-up to the launch, NBT brought out a special features issue titled 'Future Now' and earned more than Rs 10 lakh to become the first newspaper brand to earn revenue prior to its launch in a new market.

Kaustuv Chatterjee

Kaustuv Chatterjee, VP - Languages, Bennett, Coleman & Co. Ltd, said, “Our editorial content is engaging, interactive, reader-centric and focused on opportunities. Unbiased political coverage and a unique NBT view on matters of importance to the city, state and nation put the reader at the heart of everything. Our brand and editorial focus is summed up in our campaign 'Pehle Aap' because the NBT reader will always come first.”

Aman Nayar

The launch was supported by an aggressive marketing campaign. Aman Nayar, Brand Head, NBT, said, “We rolled out three pre-launch campaigns, and one launch campaign is currently underway. This was done through a high decibel outdoor, radio and press media plan.”

The first campaign was the 'Credentials' campaign to establish the credentials of NBT (No.1 in Delhi-NCR) while announcing the arrival of NBT in Lucknow. The second campaign, 'Future Now', showcased the world of opportunities in career and education for young Lucknowites.

“Even before the paper was launched, we came out with three compendia on all the options available in science, commerce, arts and new careers. This was supported by a best-in-class website with all the information on the admissions process and a high stature Conclave catering to future studies, career and admissions. There were professors, educationists, career counsellors and education experts from across various fields providing advice on different topics on career, admissions, courses, etc.,” added Nayar.

The third campaign titled 'Kaash' showcased the change/progress that the people of Lucknow wish for (Kaash) which struck a chord with the city.

The launch campaign played on the 'pehle aap' ethos which is central to Lucknow's culture. However, the interpretation is that for change to happen it is the citizen who has to take the first step (pehle aap) and NBT will provide various platforms through the newspaper, social media and on-ground events for the readers to do just that.

Info@BestMediaInfo.com

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