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Regional media groups pad up for an ad rush

Growing clout of tier-II and -III consumers has revived advertisers' interest in regional media, sparking off innovative alliances and brand initiatives

Viveat Susan Pinto  |  Mumbai 

A few years ago when chocolate maker Mondelez, owner of the Cadbury brand, wanted to engage with consumers in West Bengal, it chose the ABP Group, publisher of The Telegraph and Ananda Bazaar Patrika, to do so. A hybrid chocolate called Cadbury Mishti (local sweets with Cadbury Dairy Milk as an ingredient) was launched and soon became a hit. The product, in the past five years since the association, has moved beyond Kolkata into areas such as Bardhaman, Asansol, Krishnanagar, Durgapur and Berhampore. What was unique and innovative then is today par for the course; as e-commerce unlocks ...

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Regional media groups pad up for an ad rush

Growing clout of tier-II and -III consumers has revived advertisers' interest in regional media, sparking off innovative alliances and brand initiatives

Growing clout of tier-II and -III consumers has revived advertisers' interest in regional media, sparking off innovative alliances and brand initiatives A few years ago when chocolate maker Mondelez, owner of the Cadbury brand, wanted to engage with consumers in West Bengal, it chose the ABP Group, publisher of The Telegraph and Ananda Bazaar Patrika, to do so. A hybrid chocolate called Cadbury Mishti (local sweets with Cadbury Dairy Milk as an ingredient) was launched and soon became a hit. The product, in the past five years since the association, has moved beyond Kolkata into areas such as Bardhaman, Asansol, Krishnanagar, Durgapur and Berhampore. What was unique and innovative then is today par for the course; as e-commerce unlocks ... image
Business Standard
177 22

Regional media groups pad up for an ad rush

Growing clout of tier-II and -III consumers has revived advertisers' interest in regional media, sparking off innovative alliances and brand initiatives

A few years ago when chocolate maker Mondelez, owner of the Cadbury brand, wanted to engage with consumers in West Bengal, it chose the ABP Group, publisher of The Telegraph and Ananda Bazaar Patrika, to do so. A hybrid chocolate called Cadbury Mishti (local sweets with Cadbury Dairy Milk as an ingredient) was launched and soon became a hit. The product, in the past five years since the association, has moved beyond Kolkata into areas such as Bardhaman, Asansol, Krishnanagar, Durgapur and Berhampore. What was unique and innovative then is today par for the course; as e-commerce unlocks ...

image
Business Standard
177 22