Dainik Bhaskar’s ‘Khul Ja Sim Sim’ pays rich dividends
Hindi daily Dainik Bhaskar is wooing readers through gold and silver coins via its reader engagement campaign called ‘Khul Ja Sim Sim’. The paper claims to have got a good response to this campaign, which was initiated by the group on May 15, 2010. The ‘Khul Ja Sim Sim’ campaign could pull response across the identified 16 cities in Madhya Pradesh, Chhattisgarh, Rajasthan, Punjab, Chandigarh, Haryana, Himachal Pradesh and Gujarat.
Hindi daily Dainik Bhaskar is wooing readers through gold and silver coins via its reader engagement campaign called ‘Khul Ja Sim Sim’. The paper claims to have got a good response to this campaign, which was initiated by the group on May 15, 2010. The ‘Khul Ja Sim Sim’ campaign could pull response across the identified 16 cities in Madhya Pradesh, Chhattisgarh, Rajasthan, Punjab, Chandigarh, Haryana, Himachal Pradesh and Gujarat.
As part of this interactive initiative, readers were asked to count the real gold coins printed across the newspaper and then SMS the right number of gold coins to 54567 or answer in the coupon printed. To do this they needed the newspaper and then differentiate and count the real coins among a lot many fakes.
“It led to a huge unprecedented response of more than 5.5 lakh responses in the 11-day cycle. The SMS count zoomed to 336,650, in addition to the over 221,883 physical coupons that were dropped at counters,” said Vinay Maheshwari, VP (Circulation), Dainik Bhaskar.
He further said that everyday 200 winners in these 16 cities won gold or silver coins, creating that extra push and the environment, resulting in gains for the newspaper.
During this campaign, edit teams ensured that the coins were spread across the news items of high visibility across the pages in-effect. “The success of the scheme is a result of in-depth planning by the distribution team, support from the logistic and scheduling teams closely working with IMCL (a subsidiary of DB Corp Ltd) on short code 54567,” Maheshwari added.
