Sandhya Times completes 30 yrs and launches a new ad campaign

Recently, Sandhya Times- - a Delhi based Hindi tabloid, from Bennett Coleman & Co. (BCCL), completed its 30 years of presence successfully. Indeed, it was a big day for Sandhya Times.

With the completion of 30 years, the tabloid came with a new ad campaign which talks about the brand ' "Shaam Ka Chatakdaar Naashta".

Sandhya Times has plans to venture its presence in the newer market that has come up in Delhi, recently. The tabloids in-house team of marketing and design has designed the campaign. The campaign will go on for a few weeks and will be carried in Nav Bharat Times, Delhi edition, along with other trade publications in January.

The tabloid comes out 6 days a week and its content mix includes - fast paced news, glamour and entertainment, community news and human interest stories. Sandhya Times follows the cash sales model, with a cover price of Rs 2.

The director, Times language business (BCCL), Ranjeet Kate on the completion of 30 years - Sandhya Times, and on the new campaign said, "Recently (in June), we re-engineered the product to provide wholesome entertainment and fast spicy news. At the same time, there is a greater focus on the core TG of the newspaper, which includes traders and businessmen in the age group of 22-40 years. This has been necessitated by the fact that in Delhi, the commuter culture never really picked up. Even with the coming of the Delhi Metro, there is no real pick up of afternoon dailies."

He added, "In June, the tabloid changed its masthead, witnessed a design makeover and added two new pages, called "Business Mantra'- it gives hyper-local business news on the trade and markets of Delhi. The newspaper has listed about 300 markets in Delhi and it tries to bring forth their issues and concerns, besides the regular entertainment."

Kate also revealed the reasons why did the circulation of the newspaper fell in the recent years, he reveled, "The traditional points of sale for tabloids were traffic signals, and they got replaced by flyovers. Another challenge that we faced was from the TV news media, which was providing live breaking news as well as spicy content. Even broadsheets started providing entertainment and glamour centric content through their lifestyle supplements. That's why the newspaper decided to alter its content."