Dainik Bhaskar: Creating India’s first socially curated newspaper

Hindi language newspaper, Dainik Bhaskar, grew subscribers by covering content that their readers wanted, in the Indian state of Bihar.

Campaign details

Brand: Dainik BhaskarBrand owner: Dainik BhaskarLead agency: Famous InnovationsCountry: IndiaIndustries: NewspapersMedia channels: NewspapersBudget: Up to 500k

Executive summary

Entering a new market in the challenging newspaper category, where the stakeholders are 'readers' – a breed of brand-loyal, change-reluctant consumers; Dainik Bhaskar changed the rules of acquiring market share.

This is the story of how Dainik Bhaskarcreated a newspaper whose content choices weren't dictated by so-called intellectuals, based on what they thought people should be reading but rather by the people themselves....

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