A ‘milky’ launch for Divya Bhaskar in Anand

MUMBAI: Publishing group Divya Bhaskar has launched an edition for Anand and Kheda districts. As a part of the new edition’s promotional activities, Divya Bhaskar is sending direct mailers to clients and ad agencies all over India.

About a thousand one-litre milk tetra packs have been wrapped with the Divya Bhaskar logo, announcing the Anand edition launch.

All the four sides of each milk-filled carton have been wrapped with a specially designed sticker.

The cover reads: Divya Bhaskar now in India’s milk capital. Divya Bhaskar launches ‘Anand’ edition. Refreshing, nourishing and makes you grow.”

The sides of the each pack have information pertaining to the group and to the Anand edition. The current print run of Divya Bhaskar is approximately 11.5 lac copies per day. According to NRS 06, Divya Bhaskar has a readership of 57 lac in Gujarat. Currently, the print run of Anand and Kheda edition is about 50,000 copies per day.

Speaking to DNA Money, Bharat Kapadia, executive director, Divya Bhaskar, said: “Since Anand is known as the milk capital of India, we wanted to connect that with our promotions. So that’s the brief I gave to our ad agency Euro RSCG and they came with the tag line. By the end of the second half of this year 2007, we will be launching our Kutch edition as well.”

Some of the tetra packs used for this promotion were Amul Taaza.

However, Kapadia clarified that there was no conscious effort to establish any brand connect between Amul and Divya Bhaskar.

It was purely based on the availability of tetra packs. So during this promotion if they run out of Amul tetra packs, then they will use packs of some other company, Kapadia said.