DB Corp Limited (DBCL), the publisher of the flagship Dainik Bhaskar and one of India’s largest print media companies, has launched ‘Unmetro – Action is Elsewhere’, a new campaign aimed at marketers, advertisers and the media planner/buyer audiences.
Designed as a digital /social media campaign, it will also be supported by print and OOH, along with the company’s Unmetro Conclave events, which focus on exploring and analysing the untapped economic potential of India’s non-metro towns and cities.
‘Unmetros’ are the non-metro urban Indian markets (tier-II, tier-III markets), which are fast emerging as India’s key growth centres. These markets are at the core of dynamic progress, being under-served and hence presenting an opportunity of rapidly growing consumer demand, with significant purchasing power and greater media reach. The potential of Unmetros, together with the rise of digital media, the fragmentation of mass media, the growing power of young consumers, creates a very compelling proposition for the Indian retail industry. Also significant is the leveling out of purchasing power across India that brings into focus the markets beyond the metros.
Kishor Biyani, group CEO, Future Group, flagged off the launch of ‘Unmetro – The Action is Elsewhere’ campaign, as a 60-second film, which will be amplified with the help of print ads and web banners. The campaign idea revolves around the fact that, generally people have been enamoured by life in the metros while the real action is brewing in the heartland of India.
“Along with the metros, non-metros and tier-II, tier-III markets have become very important. I appreciate the effort of Dainik Bhaskar in focusing attention of marketers and advertisers on these growing markets,” Biyani said.
Girish Agarwaal, director, Dainik Bhaskar, said, “We see a whole new opportunity in Unmetros where the rising affluence levels and changing consumption patterns are opening doors for marketers to service these new regions. Consumerism is on the rise, as also the desire to experience better lifestyles and enjoy global brands. This has created numerous opportunities for both national and international brands in India. Through the Unmetro initiative, we champion the cause of Tier-2 and 3 markets, helping marketers and advertisers serve these markets better and play a role in transforming them into stronger growth centres.”