Campaigns

Dainik Bhaskar gains maximum visibility through OOH at Kumbh Mela

World’s fourth largest and India’s largest circulated daily Dainik Bhaskar leaves no stone unturned when it came to using OOH media at Kumbh Mela this year.

Published

April 20, 2016

Satarupa Chakraborty

Tapping the enormous reach to more than 50 million TG at the Kumbh Mela scheduled from April 22 – May 21 2016 in Ujjain, India’s largest and the world’s 4th circulated daily – Dainik Bhaskar – has gone into an OOH overdrive utilizing every possible and innovative format of out-of-home media. Always capitalizing on this grand fair that happens once in 12 years, Dainik Bhaskar, with a 44 million readership and direct reach of more than 3,000 towns, executed its OOH activations through the following planning:

Build-up to Kumbh (Oct 2015 – Jan 2016)
Hoardings on all the four major roads to the city, banners & beautification drive with colourful wall paintings and overhead water tank paintings, T-Gates, Community Connect meetings and release of special cover.

Activation Support to Local administration (Feb 2016 – Mar 2016)
‘Maha Arti, Installation of RO plant at the Mahakal Complex and a Kavi Sammelan dedicated to sacred Shipra river.

During the Kumbh (Apr 2016 – May 2016)
Changing Room for the ladies at bathing ghats, information booklets and brochures for the pilgrims, newspaper stands at major hotels and garden umbrellas.

Vikas Singh, Associate Vice President-Brand Marketing, Dainik Bhaskar said, “While Madhya Pradesh Government is leaving no stone unturned to deliver a great experience for the devotees, we are happy to have partnered with the government on this.

As part of this partnership, the media group organized a’Maha Yatra’ and a’Maha Arti’, where free bells and cymbals with branding were distributed to more than 20,000 people at the ghat. “The local administration also pitched in with OOH creatives that asked people to come out and witness the spectacular turnaround of the city, added Singh.

Talking about this build up, Vinay Maheshwari, Senior Vice President-Sales and Market Development and Brand Marketing, Dainik Bhaskar Group, said “Being India’s largest and world’s fourth largest newspaper, we are driven by one of the core values of being connected with our stakeholders. Kumbh is an incredible platform to demonstrate that we care and hence, concentrated our efforts towards achieving this. This Simhastha Kumbh offers a great opportunity for brand activation . With more than 50 million expected in a month, it offers any brand low cost per contact. Brands like Dainik Bhaskar are leveraging this opportunity to the fullest.

Dainik Bhaskar is also coming up with a 500 pager coffee table book- lavishly interspersed with pictures some of which will be in public domain for the first time.