Ananda Bazar Patrika is an Indian Bengali-language daily newspaper owned by the ABP Group. According to the Audit Bureau of Circulations, it has a circulation of 1 million copies as of December 2019. The internet edition of the newspaper was launched in 2001, which publishes news among the community. In 2010, Time Inc. entered into a license agreement with ABP Group to publish Fortune India magazine. This magazine publishes the Fortune India 500 list every year.
This was our first breakthrough thanks to our client who referred us to an advertising agency who was looking out for a digital marketing agency to partner with for the campaign. The client wanted us to promote and push the sales of their special publication in the form of a supplement which would be available along with their newspaper. The idea was to push offline sales with online promotions. It was all about grabbing eyeballs online.
The target was to reach 1 Lac Impressions (Google advertising), it was a bit challenging for us keeping the target audience in mind and also the language has to be strictly Bengali. We had never worked for a similar audience before this but we backed ourselves and focused on the objective. We donned our sports frenzy caps and got on with it.
With Display advertising coming into the picture, we and went on with Google Advertising promoting a mini-site we created for the occasion. The site was simple and aesthetic for visitors to drop in and get a clear picture. We were able to draw One Million impressions with a mere ad spend of INR 5000. This was pretty overwhelming, reaching your target and multiplying that with 10. To put the numbers in place, we brought in over 1 million impressions and surpassed the target by 10x. This helped us bag future projects under our own banner.
Here the rabbit won over the tortoise.