How a young newspaper soared to become Maharashtra's Independent Newspaper
2018 Finalist

How a young newspaper soared to become Maharashtra's Independent Newspaper

Dainik Bhaskar Group

Bhopal, India

Category Best Use of Consumer Research

Overview of this campaign

To strengthen Divya Marathi's equity by arriving at a strong positioning through consumer research.We arrived at 'independent newspaper' as a possible positioning, after a thorough market research on the following factors:

1.Standing of various newspapers of Maharashtra (to ascertain where we stood then)

2.Key attributes that define an 'independent newspaper' (to arrive at the contours of an independent newspaper)

Methodology: Research 1: A qualitative research to identify attributes of an independent newspaper, and assess the performance of newspapers on the same.Target Group: Must be a reader of any newspaper;Male: Female – 70%:30%;18-25 y.o.: 26-50 y.o. – 50%:50%;Centres – Aurangabad and Nashik; Research 2: Measure the effectiveness of the 'independent Newspaper' campaign on a continuous basis

Findings -Top Attributes 

1.Apolitical approach to reporting - 45%

2.Commitment to truth in reporting – 22%

3.Empowerment of independent thinking – 18%

4. Enlightenment of readers towards making independent opinion – 7%

5.Unbiased, bold, and fearless approach to reporting – 8%

Consumer Insight:"Only an independent newspaper can help a reader form an independent opinion."-We decided to work on this insight.

Marketing Strategy:

  • Phase I:  Establish the positioning“If your newspaper is not independent, how will your opinion be independent?
  • Phase II: Build the idea with examples-We built the idea that independent thinking helps people take independent decisions.
  • Phase III: Extend the idea-We showcased twelve people as brand ambassadors of independent thinking

Results for this campaign

Key Research Highlights:

In order to measure the campaign effectiveness, a holistic approach was followed by continuous monitoring the campaign in three phases: pre-campaign, during the campaign and post campaign.

  • In a quantitative research conducted by Market Sapience, our Equity as an independent newspaper went up from 82% (Dec 2016) to 91% (Nov 2017).
  • ‘Empowering Independent Thinking’ as an attribute of Independent newspaper went up from 7%(Dec 2016) to 32% in (Nov 2017).
  • Our equity as an independent newspaper rose among 18-25 years old from 78% (Dec 2016) to 94% (Nov 2017)
  • Most improvement in our equity as an independent newspaper was seen in Nasik from 74% (Dec 2016) to 88% (Nov 2016) and in Aurangabad where it rose from 86% (Dec 2016) to 94% (Nov 2017)
  • And our circulation went up by 9.2%


Way Forward: Market Research helped us soar to greater heights and with such a warm response from the readers, we are all set to break our own records by strengthening our equity in the region further,with another year into the Independent Newspaper campaign.


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