‘I believe in Bangalore’, screamed the teaser hoardings. I was half-suspecting another campaign from Times of India a la ‘Coffee Dosa’ contest. Turns out that it was about the launch of Daily News & Analysis in Bangalore.
Is there a market for another mainline English daily in Bangalore? Who are they talking to? Are they aiming to replace Deccan Herald in two-newspaper households? I for one, may consider replacing my DH with DNA. The campaign asks for feedback on what people like about Bangalore – strangely tucked away at the bottom of the ad. I couldn’t help comparing it with the teaser campaign for DNA’s launch in Mumbai. That had attitude and a clear strategy to generate trial behind it. I remember the teaser’s which said, ‘Speak up. It’s in your DNA’. The campaign that followed asked for readers to ‘pledge’ subscription and showcased various readers (the ‘Will Book, Won’t Book’ hoardings). DNA today ranks as the No.2 paper in Mumbai with a readership of 5.18 lacs.
Given the Bangalore market, I suspect its format would be refreshing, premium and more attractive than DH and Deccan Chronicle. So, more media wars ahead?