iNext rolls out new campaign conceptualised by Mudra Max

MUMBAI: Jagran Prakashan’s tabloid iNext has launched a new campaign to make the “news website of choice for the youth”.

Created by Mudra Max, the campaign will run for three months.

Mudra Max has defined the target group (TG) of iNext as one with traditional values but global aspirations. They covet fame and are materialistic but still care for their parents. They live in tier 2 and 3 cities and villages of India. On the Internet, the TG is looking for Infotainment - songs, music, local news, and videos.

Taking these into consideration, a folk singing competition, IKtara, was used to launch the website with a fresh look and feel. The company claims that this competition would bring the TG close to the tabloid; as registrations and updates about the competition will be available on the website of Inextlive, exposure to the fresh website was bound to be there.

A call to action for the youth was created with the tagline “Aao Maati ki dhun sunao”. An online media plan along with print support from iNext and Dainik Jagran was designed to launch the campaign.

On the social media front, the Youtube, Facebook and Twitter pages of Inextlive were revamped. The likes to the page were targeted to get regular fans of iNextlive page.

Also, for the initial three days, a teaser campaign was launched before the final campaign to announce the competition.

Mudra Group COO Pratap Bose said, “The challenge was to launch with an idea that brings stature, awareness and engagement for iNextlive and endears iNext to its core constituency. Initial results of the campaign are more than encouraging to say the least.”

Inext COO and editor Alok Sanwal added, “Not only will it bring this largely neglected form of music to the fore, but also help amateur folk singers venture into the mainstream and connect the youth of today with the music of their roots.”

Iktara is an initiative to have happened on the web-space, wherein except the shortlisting by judges and recording of the content in studios everything else such as the call for entry, registration, upload of user generated content and finally the airing of the content is all on the same platform.

IKtara received 532 users registered for the competition within four days of the teaser campaign. Also, daily visitors to have almost grown three times after the launch of campaign.

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