In its first marketing initiative after the launch last year, Mail Today has rolled out a highly targeted outdoor campaign with an objective of engaging their target audience in areas where they go for work or fun such as Gurgaon, Noida and South and Central Delhi.
"MT as a product, in format and content, is designed specifically for the upwardly mobile new Indian," said Suresh Balakrishnan, CEO, Mail Today. "The reason for the geographical focus was to efficiently use the media in some focal areas rather than spreading ourselves too thin across Delhi."
The campaign is built around the creative concept of showcasing the new-age Indian as one who has a positive/optimistic outlook towards life; take their passions seriously and tend to dream big; seek balance in various facets of life; like to be updated and informed and embrace change. "Mail Today talks about its target group's agenda, reflects their values and has content that is relevant to them. It is packaged in a compact, bold, exciting, picture led format."
Embodying the brand values of Mail Today, all the four creatives used in the campaign: fair and lovely, super mom, career not a degree and guy with all answers -- underline the attitudes and viewpoints, of the target group towards life in general, according to Balakrishnan.