The Economic Times focuses on personal finance; Launches ET Wealth campaign

The Economic Times launched India's first personal finance weekly. In a country cluttered with personal finance related TV shows, expert advisors, publications and supplements, our task was to clearly differentiate ET's new product.

ET's new personal finance weekly is a complete personal finance guide based on research and analysis and covers all aspects of personal finance i.e. investing, spending and earning. Written in a conversational, friendly tone, the paper is structured in an easy-to-read format ' using rich colours, illustrations and charts. It targets just about anyone who is keen on growing their money - irrespective of their business or personal finance acumen.

Speaking exclusively to Adgully, Venkatagiri Rao, Senior Creative Director, Mudra West said, "Our campaign focused on how simple it was to make money by reading The Economic Times Wealth.

The campaign rollout started with teaser ads, followed by a launch ad that introduced The Economic Times Wealth as India's only newspaper that showed one simple ways of making money. This was followed by a series of interesting issue-based ads that picked one story from the paper each week, and gave the reader a new nugget of information, as well as an incentive to pick up the paper that Monday. The tone & style was kept in line with the product ' vibrant, conversational and fresh."

The objective of the communication was to launch the weekly and generate interest by positioning it as a relevant, differentiated and beneficial product.

Aptly titled ET Wealth - the product and advertising talked about how you can grow your money not just to get rich but to grow wealthier ' in terms of assets, knowledge and experience.

The campaign rollout started with teaser ads to arouse curiosity about "How your Money has been spending its time' followed by a launch ad which introduced the paper as India's only newspaper that shows simple ways of making money. This was followed by a series of issue based ads, giving readers a feel of what to expect from the coming issue. The tone and style was vibrant, conversational and fresh, in line with the product.

Within eight weeks of launch, the product received a phenomenal response in terms of subscription numbers.

Rao further commented, "Within the first eight weeks of launch, the product received a phenomenal response in subscription numbers, way above the set targets - averaging over 3 lakh copies in circulation, weekly." | By Janees Antoo [janees(at)adgully.com]

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