Brand Name: Sakshi Media Telugu News Paper MBA Seminar
Product Type or Description: Media – Telugu newspaper (daily)
Category for this entry: Services
Campaign title: Andamaina Repu (Move to tomorrow)
Sakshi has made a record debut for any newspaper in any language. And that in a short span of 18 months.
A feat that has set the industry abuzz. Any mention of Sakshi’s achievement is still received with incredulity.
Today, Sakshi has become the staple diet of the progressive Telugu reader and ended Eenadu’s three decades of dominance in the market.
Ippudu AP ante Sakshi.
Eenadu was THE Telugu newspaper in AP which dominated the mediascape. With a circulation of 10, 68,000 (source: ABC R1 2008) copies, Eenadu was a habit that AP woke up to every day.
Given this context, could a new player take on the might of a dominant leader who had come to define the market, enjoyed strong customer and advertiser franchise?
It meant fighting Eenadu – the 33 year old, undisputed market leader in AP
News of Sakshi’s launch in March 2008 was greeted with such skepticism that the pundits felt that taking on Eenadu was a Himalayan task, many times over. Sakshi’s fate was consigned to becoming one more brand that tried and joined the bottom of the heap.
What follows is the case of a brand that took on the undisputed leader and achieved what Eenadu managed to do in 35 years over just 18 months. And in the process created an Indian media record!
‘Progressive’ is the one word that best describes today’s consumer. Everything that the consumer says, does or uses is a means to express his identity; everything says something about him. Even the newspaper he reads.
Eenadu (meaning present) has been the same old newspaper for many years and had not kept pace with the reader’s changing preferences. The paper was completely inward looking with no focus on national/international news, sub-optimal coverage of sports, business, and lifestyle.
Sakshi became the first internationally designed (by Mario Garcia) Telugu daily, with more pages, all pages in colour, contemporary content and feel.
With a modern, relevant product, we flipped brand Eenadu (means ‘present’ in Telugu) on its head, by positioning Sakshi as ‘for a beautiful tomorrow.’ The campaign ‘Move to tomorrow’ was targeted at people across age groups – students, school kids, farmers, couples, housewives, working women with an aim to create an eager readership before the daily was launched.
skepticism that the pundits felt that taking on Eenadu was a Himalayan task, many times over. Sakshi’s fate was consigned to becoming one more brand that tried and joined the bottom of the heap.
Download Sakshi Media Telugu News Paper MBA Seminar Paper Presentation.
