The Great Gujarat Crossword

Background

Dainik Bhaskar group is India’s largest Newspaper group. major newspapers published by the group are Dainik Bhaskar (Hindi), Divya Bhaskar (Gujarati), Divya Marathi (Marathi), Business Bhaskar (A financial newspaper in Hindi) and DNA (English). The group has it’s presence in 14 states, 67 editions and 4 languages.  

The group launched Divya Bhaskar – the Gujarati daily on 22nd June 2003 & celebrated its 10th anniversary in 2013.

Background

Dainik Bhaksar group has a strong presence in radio too.

Under the brand MY FM, it has 17 stations across 7 states.

The group also publishes 3 magazines (Aha! Zindagi, Young Bhaskar & Bal Bhaskar).

IMCL is the digital arm of the Dainik Bhaskar Group and has registers a reach of 370 million page views and 10 million unique visitors across it’s portals (dainikbhaskar.com, divyabhaskar.com, divyamarathi.com & dailybhaskar.com) 

Objective

• Use Divya Bhaskar’s 10th

anniversary to share brand

advantages with relevant stake

holders

• As a part of the celebrations,

‘The Great Gujarat

Crossword’ contest was launched as

a surrogate to strategically share

key brand information and

advantages in the market

and the gratification was a fully

sponsored trip to AdAsia Vietnam

for 10 winners

Concept & Insights

Insight I:

Completing the crossword will make a stronger impression in the viewers mind leading to higher retention.

10 winners – has a nice ring to it and 10 big prizes also increase participation.

Smart and innovative way of sharing brand information.

Insight II:

One big prize gets no takers. The opportunity needs to be Increased for the participants.

Contest ConstructA standard Crossword was created using •key questions related to the brand’s advantage; e.g. No. of editions, total readership, group’s printing technology and Gujarat market

•A presentation with all this information was uploaded on the contest website for the participants to download and access

•Participants were given the option to complete the crossword online at www.divyabhaskarcrossword.com or via the printed version available at their offices

www.divyabhaskarcrossword.com(online platform to play the

crossword)

Activity & Process

A standard Crossword was created using Buzz created with:

•EDMs, online banners and e-mail signatures

•Activation at media agencies

•Contest branded t-shirts worn by Dainik Bhaskar employees

•Direct mailers sent to agencies

Cover of the trade magazine

Front inside page of the trade magazine

Creative

Boarding pass as direct mailer - placed at workstations

of all employees in media agencies.This had the crossword

attached to it at the back.

The crossword format attached at the back of the boarding card

direct mailer

Vietnam mask, direct mailer at agencies. Employees found these on their

desk early morning.

Creative

Poster placed at media agencies

Banner on trade website

Site Capture inviting entries