Patrika gets edgy with its new brand campaign

The campaign is targeted at audiences across Bhopal, Indore, Gwalior, and Raipur.

Patrika has launched a new brand campaign in Madhya Pradesh and Chhattisgarh across the cities of Bhopal, Indore, Gwalior, and Raipur titled Aag laga do Patrika Ko. The new positioning of the media company depicts it as a daring and bold publication.

'Aag laga do Patrika ko', 'Mitti mein mila do Patrika ko' and 'Beda gark ho Patrika ka' are some of the punch lines being used in the ads by Patrika. The ad campaign depicts the reaction of people involved in malpractices and corruption, and how they curse and abuse the newspaper after their illegal business comes under fire on being exposed to the public eye by Patrika. The campaign has been conceived by Purple Focus, Indore.

These punch lines were supported with false front page covers of the newspaper. For example, 'Aag laga do Patrika ko' campaign had an impression of a burnt newspaper front page, and 'Mitti mein mila do Patrika ko' had the impression of mud thrown on the front jacket.

To promote the campaign, Patrika took 200 hoardings across Madhya Pradesh and Chhattisgarh, seven radio spots, newspaper inserts, and B2B presence.

Following months of planning, research, and market feedback, the new brand campaign was launched on December 17. The Hindi daily has also changed its base line to 'Patrika hamari takat paathakon ka vishwas' from 'Vote for change'.

"Living up to its maiden group's image, the Hindi daily raised topics which were never ever raised by any newspaper in the two states. Patrika picked these controversial topics, revealed the truth, and published stories which led to the government taking action against the malpractices," say company officials.

In an official communique, B R Singh, general manager, circulation, Rajasthan Patrika Group, says, "The new brand positioning depicts the common man's faith in the newspaper. When we launched Patrika in MPCG, the readers here were not exposed to such boldness as demonstrated by Patrika. The new brand positioning launch campaign will help us further strengthen our relation and trust with readers."