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 time the client wanted us to promote another campaign on social media. This campaign was different from the previous one, this was where it became challenging. The client wanted users to send in entries to their email, in writing or simply WhatsApp them. Our goal here was to ensure maximum reach and the target set was 5 lacs with a Facebook ad budget of INR 7000/-.
Again, the language being only Bengali always has some limitations and implications but we stuck to our goal and once again surpassed it. The overall numbers were pretty impressive, we reached around 7 lac impressions and 4 lac users during the campaign. The visitors in the advertisement were redirected to a micro-site we set up with the help of collaterals provided by the client. After a couple of days, we heard from the client on receiving several letters at the office as well and WhatsApp messages kept pouring in throughout the campaign. We did receive numerous entries on the Facebook page as well, from inbox to comments.
Like they say “You could either keep wishing or simply go ahead and make it