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Mudra Max helps iNext live hit a high note in the digital space

iNext is a tabloid which caters to youth in the Hindi speaking belt of Uttarakhand, Uttar Pradesh, Bihar and Jharkhand. The iNext tabloid comes from the stable of Jagran Prakashan, which is the publisher of Dainik Jagran the number one daily in India, and is pretty popular amongst the youth of these states. iNext had an e-paper platform called iNextlive ( which they wanted to re-launch to consolidate their strength with their core TG.

The objective of the campaign was to make the news website of choice for the youth of markets where the tabloid is circulated. It's a three month campaign that commenced in January 2012.

Mudra Max defined the TG of the client as one with traditional values but global aspirations. They covet fame and are materialistic but still care for their parents. They live in tier 2 and 3 cities and villages of India. On the internet, the TG is looking for Infotainment - songs, music, local news, videos etc.

Based on these insights, a folk singing competition was used as a peg to launch the website with a fresh look and feel. This competition would bring the TG close to the tabloid and as registrations and updates about the competition will be available on the website of Inextlive, exposure to the fresh website was bound to be there. Besides this, the competition will also give a fresh breath of life to the folk music of these areas as the youth will be incentivized by their love for this music.

IKtara, was the name given to the folk singing competition. A call to action for the youth was created with the tagline "Aao Maati ki dhun sunao". An online media plan along with print support from iNext and Dainik Jagran was designed to launch the campaign. For social media support the Youtube, Facebook and Twitter pages of Inextlive were revamped. The likes to the page were targeted to get regular fans of iNextlive page. For the initial three days, a teaser campaign was launched before the final campaign to announce the competition.

Iktara is a one of a kind initiative to have happened on the web-space, wherein except the shortlisting by judges & recording of the content in studios everything else such as the call for entry, registration, upload of user generated content and finally the airing of the content is all on the same platform.

In just four days of the teaser campaign, IKtara received 532 users registered for the competition. People have shown immense interest in the folk music and are coming forward to participate in the contest. Daily visitors to the website have almost grown three times after the launch of campaign.

Speaking on the campaign, Pratap Bose, COO, Mudra Group said, "This is proof of the through the line thinking that we promote & practice at Mudra Max. The challenge was to launch with an idea that brings stature, awareness & engagement for iNextlive & endears iNext to its core constituency. Initial results of the campaign are more than encouraging to say the least. "

"Not only will it bring this largely neglected form of music to the fore, but also help amateur folk singers venture into the mainstream and connect the youth of today with the music of their roots." said Alok Sanwal, COO & Editor, Inext.


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