Mumbai Mirror takes on rival trio

Balakrishnan, Ravi
June 2005
Media: Asia's Media & Marketing Newspaper;6/17/2005, p14
The article reports that the Times of India Group has launched the Mumbai Mirror in India's financial capital, billing it as the country's first "quality compact." It's the first new launch in a market that is poised to see unprecedented levels of competition, with the imminent arrival of the Hindustan Times, a leading daily in Delhi, and DNA, a new English-language paper published by a joint venture between the Zee Group and Dainik Bhaskar, which publishes Hindi newspapers in several north Indian regions. The buzz around Mumbai Mirror was built by ambush marketing, piggybacking on the ad concepts for competing brands.


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