‘Happy Rajasthan’, aimed at getting the best of Rajasthan from across India, sees widespread participation and evokes interest from media planners, buyers and advertisers
A recent call-for-action by the Dainik Bhaskar Group had the Twitterati wholeheartedly taking to their respective Twitter handles and posting their experiences and moments of happiness associated with Rajasthan.
“Dainik Bhaskar has been the most preferred news vehicle for its readers in Rajasthan since the last 19 years,” said Pradeep Dwivedi, Chief Corporate Sales & Marketing Officer, Dainik Bhaskar. “Nearly two decades of sustained leadership is linked to our deep understanding of readers’ needs, desires and expectations. The Happy Rajasthan initiative is our way of celebrating our wonderful association with the state with all our partners.”
The ‘Happy Rajasthan’ campaign was conceptualized and executed by Ogilvy & Mather and the microsite www.happyrajasthan.com was launched, in addition to a Facebook page and Twitter handle. The campaign invited people to upload their ‘Happy Rajasthan’ pictures and videos on www.happyrajasthan.com. People could also invite friends and family to vote for their entries. The most voted entry stands a chance to win an iPhone 6 and other exciting prizes.
In response to the campaign, hundreds posted their photographs clicked with their loved ones at picturesque locations across Rajasthan, and extended it to Twitter under the hashtag #HappyRajasthan. The photographs were from cities such as Jaisalmer, Udaipur, Jodhpur and Ajmer and iconic places like Udaipur City Palace, Fatehsagar Lake, Mehrangarh Fort, etc. As part of its promotion strategy for the campaign, the DB Group is advertising across different mediums and also putting up stalls at major industry events to engage more people. The Group is also relying heavily on social media and digital advertising to promote the campaign.
Media planners, buyers and advertisers, especially from Delhi and Mumbai, are the target group for the campaign. The media efforts are to encourage them to share and express their happy memories associated with Rajasthan.
The Group saw great response to a stall put up at exchange4media’s inaugural Media Ace Awards held in Mumbai recently. Visitors at the event got their photographs clicked with a man with traditional Rajasthani moustache, using Rajasthani moustache props themselves. It was one of the many attractions at the stall.
Commenting on the campaign, Kaacon Sethi, Chief Corporate Marketing Officer, DB Group, said, “Rajasthan embraced Dainik Bhaskar with open arms right from day one of its existence in the State. Our focus on socio-economic and local issues helped create a superlative reading product which has emerged as the newspaper of choice in Rajasthan.” She added that the initiative is aimed at engaging readers so that in their daily lives, they can relive wonderful memories of Rajasthan while sharing them with others.
