Readers in Patna were treated to a whiff of mangoes on June 23, when Hindi daily Prabhat Khabar infused the Patna city edition with the essence of the fruit. The initiative was part of Prabhat Khabar’s move to engage its readers.
Commenting on the initiative, Sumit Bhattacharjee, Advertising Manger, Prabhat Khabar, said, “We have executed the brand promotion at the right time as this is the season of mangoes. The objective is to promote the brand in a different manner. Moreover, we got several advertisers to sponsor this initiative.”
He further said that the response to the initiative was overwhelming as this is the first time any newspaper had undertaken such a strategy in Bihar. The paper plans to further leverage such a brand promotion.
The mango essence was introduced to the newspaper at the printing stage. The entire creative, concept and idea were generated in-house.