Navbharat Times Lucknow; BCCL's Kaustav Chatterjee explains the rationale

The Hindi daily Navbharat Times (NBT) owned by Bennett, Coleman & Company Ltd. has launched its fourth edition from Lucknow. NBT had shut it’s Lucknow edition in 1985.The re-launch of the new  edition will serve  Lucknow city and Greater Lucknow but rural areas near the city will not be included. The newspaper launched on August 4, 2013 plans to begin with an initial print run of one lakh copies and will be priced at Rs 4 (weekdays) and Rs 5 (on Sundays). The new edition will comprise of 16-20 regular pages and 4-6 pages of Lucknow Times.  This is the fourth geographical offering from NBT that was launched earlier in Delhi, NCR, Mumbai and now Lucknow is the latest to add to the list.  The recruitment process for the launch of the daily is expected to commence from first week of April and Santosh Mishra, who was earlier with Dainik Bhaskar, will be the resident editor of the edition.

Leveraging the Times Of India banner, Navbharat Times will help in attracting more readers in the competitive market. Earlier present in Lucknow, Kolkata, Patna and Jaipur, presently it has editions only in Delhi and Mumbai and through their online presence the daily has a  news coverage of pan India.

Kaustuv Chatterjee, Vice-President, Languages, BCCL and Mr. Aman Nayar (Brand Head, NBT) in an interaction with Adgully shared about the launch of NBT and  the their editorial content which intends   targeting people with a progressive mindset across all age groups in Lucknow. The daily will cater to the reader’s needs who hold primary importance for NBT.

They started with an initial print of 1 lakh + copies and aim to be a clear no. 1 in the market.

Sharing more on the USP of this edition, Chatterjee says, “Our editorial content that is engaging, interactive, reader-centric and focusing on opportunities.  Unbiased political coverage, a unique NBT view on matters of importance to the city, state and nation, putting the reader at the heart of everything we do. Our brand and editorial focus is summed up in our campaign - 'Pehle Aap'...for NBT the reader will always come first.”

With regard to any specific content that they plan to add for the edition to connect with their readers he informed, “We have added two pages – one on interactive content and communities called “Pehle aap”  and another on opportunities- education/jobs called “Future Now”. News and Content will also be pushed through social media and our news website as well.”

Sharing further about the various marketing campaigns and activities that were undertaken to promote the newspaper Chatterjee explained, “We have done three campaigns (pre-launch) and one launch that is currently underway. This was done thru a high decibel outdoor, radio and press media plan.”  

The Credentials campaign involves establishing the credentials of NBT (No.1 in Delhi-NCR, the Times lineage) while announcing the arrival of NBT in Lucknow.

The Future Now campaign showcases the world of opportunities in career and education for young Lucknowites. “Even before the launch of the newspaper, we launched three compendia on all the options available in science, commerce and arts and new careers. This was supported by a best-in-class website with all the information on the admissions process and high stature Conclave catering to future studies, career and admissions. There were professors, educationists, career counselors and education experts from across various fields providing advice on different topic on career, admissions, courses etc. and the Kaash campaign – showcases the change/progress that the people in Lucknow wish for (kaash …). This actually struck a chord with the city,” he added.

The launch campaign is centred on the thought of pehle aap- which is central to the ‘Lucknawi’ ethos. However the interpretation is that for all change to happen it is the individual, the citizen who has to take the first step (pehle aap) and NBT will provide various platforms through the newspaper, social media and on ground events for the reader to do just that. For NBT also it is this citizen or reader who is always foremost (pehle aap) and hence have backed this with their product offering that is reader-centric.

Another interesting fact to be noted is that NBT did special features on Future Now (tabloids) and they garnered more than 10 Lac before the launch. This is the first time that any brand has made revenues prior to its launch.

Where ratio of content and advertising is concerned a healthy ratio will be maintained to give adequate news to local advertising. The newspaper will be priced at Rs. 4.00 Mon-Sat, and Rs.5.00 for the Sunday edition.

Speaking about the market share of their competitors, Chatterjee said, “Dainik Jagran is currently no. 1 followed by Hindustan and Amar Ujala.” He confidently adds, “We will shortly overtake Dainik Jagran's circulation.” 

When asked why Lucknow was their first choice for their new edition and the idea behind launching the daily in this city Aman Nayar says, “Lucknow is the single biggest advertising market in UP. Also the Times of India enjoys an unparalleled dominance in the city. The readers are longing for an evolved, modern minded Hindi newspaper.”

He also informed that a sizeable investment has gone into this endeavour to deliver a product that can delight readers.

On the digital front and sharing further on the online version that will be available to their readers he said, “Yes, Digital is an important part of our strategy. We have a smartphone app for iOS/Andoid, a best-in-class news website and a FB page of more than 500,000. In addition we have set up a dedicated FB page for NBT Lucknow. This will engage and interact with Lucknowites – thru their communities, interests and passions. This will be driven from content from readers.”

When asked about the current strength of the Lucknow bureau he stressed on the fact that their focus is on getting the best talent, and not just on the numbers.

Where their assumption of the size of the Lucknow market is concerned he informed that it would be Rs.200 cr+ advertising market. 

With stiff competition from other dailies it is of utmost importance for NBT to differentiate themselves in the Lucknow market. Elaborating on how they intend doing so, Chatterjee concludes, “Our focus is on being the progressive modern minded paper. This is reflected in the importance given to interactivity and opportunities. In terms of local content we will not just present all the news, but also be the harbinger of change for Lucknowites. We have aimed to provide engaging design and smart language. Also with a brand name like NBT from the stable of The Times of India, there is a certain stature and an expectation of credible, unbiased news that we will seek to fulfill.”

In keeping with the times NBT is also using the digital medium to promote its new edition. It has launched a separate Facebook page (https://www.facebook.com/NBTLucknow) which already has more than 10,000 fans. It is also using its own brand page on Facebook (https://www.facebook.com/navbharattimes) to promote the new edition.

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