The Dainik Bhaskar Group is India’s largest newspaper brand. It is a leader in Tier II and Tier III markets in India, with no product presence in the metro cities. The potential of these cities is transformational and DB seeks to leverage it under the umbrella ‘Unmetro’. With its Annual Report FY15, the Group wanted to communicate its strong hold in these markets to the investor community as an example of its growth prospects going forward.
Unmetros epitomize the changing face of India. They represent the high growth markets that are distinct in personality and character. These cities have an environment conducive to fueling economic growth. While investors may have an understanding of these markets from a potential perspective, they are perhaps not aware of their unique characteristics. The strategy for the Annual Report was to bring forth the characteristics of the Unmetros which make them distinct and unique. By showcasing the characteristics, it was desired that the target audience appreciates the depth of DB’s leadership in these markets and how well placed the Group is to leverage the emerging opportunities given its strong understanding of the consumers residing here.
The report narrated a powerful story of the Dainik Bhaskar group’s supremacy in the Unmetros to the Investor/advertiser. The response from external and internal stakeholders has been overwhelming. It has already won many international awards for its crisp layout, relevant graphics and storytelling.