‘Dainik Bhaskar’ set to launch edition in Ludhiana

After covering Amritsar, the Bhaskar Group plans to launch an edition in Ludhiana

After launching editions in Amritsar and Jalandhar in Punjab, the Bhaskar Group is now all set to launch the Ludhiana edition of its Hindi daily, ‘Dainik Bhaskar’. The group claims the new edition will cater to 18 lakh people in and around Ludhiana.

The marketing cum promotional campaign, ‘Ludhiana Ko Chahiye Hisaab’, is concentrated mainly in the OOH and radio segments.

According to Sanjeev Kotnala, associate vice-president and national head, communications, the newspaper will open in Ludhiana by the end of the year. As of now, in the first phase, door-to-door surveys are being carried out to identify potential readers; this will conclude in 30 days. Then will begin the second and final phase of the contact programme, which will take another 40 days, says Kotnala.

He says the survey will help the product, which will be designed to bag the SEC A and SEC B segments of the population as a strong reader base and also garner readers from the other SECs.

“The Ludhiana launch is important because it’s an extension of our brand and will enhance our brand building exercise. Our last eight months’ experience in the Amritsar and Jalandhar markets is helping us fine-tune the product for Ludhiana, thus successfully completing the Jalandhar, Amritsar and Ludhiana triangle.”