दैनिक भास्कर ग्रुप ने लॉन्च की ‘मार्केट ज्ञान’ सीरीज: इसका मकसद इंडस्ट्री लीडर्स के साथ सार्थक संवाद को बढ़ावा देना

Dainik Bhaskar Group is India’s largest print media company. has launched its new series ‘Market Gyaan’. It aims to promote meaningful dialogue with industry leaders and increase engagement among stakeholders in the media and marketing sectors.

The inaugural session held in Gurgaon was hosted by Satyajit Sengupta, Chief Corporate Sales & Marketing Officer, DB Corp Ltd. Sengupta explained the aim of the platform: to facilitate informal yet insightful discussions on media strategies, consumer trends, and marketing innovations in the changing media world.

In the first session, Rajeev Dubey, Media Head, Dabur India, shared his experiences on overcoming media disruptions and adapting to changing consumer behaviour. Topics covered included resilience of newspapers, balance between old and new brands, and strategies to engage with Gen-Z and Gen Alpha consumers.

Media Disruption: Emerging Stronger
Media consumption has changed a lot. It is rapidly moving from TV and satellite broadcasting to digital. With a legacy of 140 years, brands like Dabur have adopted strategies of adaptation, adoption and innovation for both their traditional products and new products. It has benefited from this.

Despite the weakening of traditional media, newspapers have stood strong. Especially in regional markets, newspapers have emerged stronger within just one to two years of difficult times.

Balancing legacy and new brands
Dabur has successfully maintained market leadership in several key categories. Real Fruit Juice and Red Paste are examples of this. Dabur has succeeded because it has consistently delivered quality products while keeping in mind the preferences of new consumers. Brands that achieve this balance will continue to be in demand in the future.

to consumers through all formats of media Arrive
Different formats of media serve different purposes during the stages of the brand communication cycle:

For maximum impact, brands can create strategies that leverage each medium of communication to its maximum advantage. For example, Dabur recently reached an audience of 47 million through its experiential marketing campaign. The company used immersive, interactive and consumer-centric experiences to build impact and connection.

Innovative marketing strategies such as partnerships with influencers and modern trade promotions ensure that both old and new brands remain top of mind in the minds of customers.

Newspapers for hyper-local premium reach
Newspapers are becoming an increasingly effective medium for reaching grassroots audiences and launching premium products. Print will continue to be one of the most effective mediums for niche engagement, quality lead generation, brand awareness and product sales.

Connection to Gen-Z and Gen Alpha
Reaching Gen-Z and Gen Alpha requires an agile and adaptable approach. OTT platforms and social media marketing (SMM) are important channels for this demographic. 85% of Gen-Z use social media to learn about new products. The formation of a Gen-Z/Alpha panel can provide a first-hand perspective on buying preferences. For example, Dabur packs its honey in squeezable bottles. This change reflects understanding and acting on consumer preferences.

There is a perception that this generation has an attention deficit. However, despite this, this generation watches long-running, multi-season series like Game of Thrones and Mirzapur with great attention. This proves that interesting content keeps them interested. Brands need to research which creative messages connect more with them. Experiment with new content formats and platforms, including interactive storytelling, gamified content, augmented reality experiences, short videos and other new approaches.

Strategic use of media
Integrating traditional media like newspapers with edtech can strengthen brand messages across different touchpoints. A good strategy involves combining digital campaigns with impactful print solutions to reap the benefits of online and offline engagement.

By understanding digital trends and the preferences of the younger generation, brands can ensure that their marketing strategies are both modern and effective, helping them gain the attention and loyalty of a larger audience base.

Satyajit Sengupta said, The ‘Market Gyaan’ series is designed for industry leaders to share their experiences and strategies. These conversations will drive future marketing innovation and stakeholder engagement.