Rajni gives Dhanraj the Bhuj ad-vantage

Being another brand no longer holds charm for this go-getter group from Gujarat, Dhanraj, which now yearns to establish itself as a household name in newer frontiers of media. With that aim in mind, and more than three decades of experience in real estate and print media, the group, seeking greener pastures, is making a foray into the world of outdoor media under the name of Rajni Marketing. Not a stranger to the field of media, the group runs a language daily, Aajkaal that boasts of over 2 lakh copies circulation figure and a readership of over 10 lakh. The newspaper, which is published from Rajkot, Jamnagar, Bhavnagar, Porbandar, Ahmedabad and Bhuj, has positioned itself well as the largest circulated daily in Saurashtra & Kutch regions.

This acceptance by corporates and local clients has spurred ideas within the management, which now wishes to offer something more to its valued customers in terms of media solutions. Relying in the trusted theory of outdoor media's immense brand recall value, Dhanraj group wants to carve a niche in the perceptual space in the consumers' mind, through its 360 degree campaign.

Looking at the big investments that are being pumped into Bhuj, Gujarat's district in Kutch region, it is anybody's guess that the area is all set to accentuate the industrial growth process further. With the entry of many corporates in to the area, its prospects and potential as a good business hub has grown manifold, a fact that even the state government has noticed and extended an investment aid of Rs50,000 crore to build necessary infrastructure in the area. Apart from this, the area's high density of NRI population, Bhuj is the new destination of modern brands â€ high-end products of which demand greater visibility and accessibility.

Thus, with a larger agenda of covering the entire region by providing maximum visibility to the brand, Rajni Marketing has installed a hundred hoardings in Bhuj alone. This, the group feels will definitely provide the ad spenders greater advantage and work in tandem with their press and TV advertisements and help them acquire an almost ubiquitous position.

By placing hoarding of different sizes at strategic locations across the municipality within a mile of each other, the new group promises a highly competitive ratecard, which it feels will provide the clients more add-on-value to the campaign.