Dainik Bhaskar – Honda Motor Cycles Deal Signals Positive Print Spending

As the nation recovers from the second wave of the pandemic and the local economies began their
road to recovery, the pent-up demand from the lockdowns imposed in the second wave is likely to fuel a stronger economic recovery. The increased economic activity has also resulted in an increase in the demand for ad space in newsprint with the easing of restrictions and phased reopening of business. Advertisers are therefore increasingly turning to Print Media as the most trusted messenger for the announcement of their return to business.

The hyper local nature of Indian Language newspapers is allowing advertising companies to get a larger bang for their buck. Every sector is seeing a resurgence in demand. Two-wheeler companies like TVS, Bajaj and Hero are also announcing the reopening of their showrooms in select markets. Honda Motor Cycles and Scooters India Ltd (HSMI) have come out with a frequency proposition with Dainik Bhaskar wherein they will place an advertisement almost every day from 16th June to 30th June to attract the readers.

Commenting on the development, Satyajit Sen Gupta, Chief Corporate Sales and Marketing Officer said, “The print media has always been a favourite of the advertisers for their ability to reach a large audience. This is further enhanced given that the authenticity, ease of carrying out geo-control campaigns and bespoke communication with category-specific audience, print media will offer a lucrative platform for advertisers. During the pandemic, our strong editorial philosophy has endeared us to our readers. DBCL, India’s largest newspaper group with a strong presence in non-metro cities, has been a significant beneficiary of this recovery and has seen its advertising revenues exceeding industry levels.”