Overview

Advertisement at a Glance

On 04 May 2026, Nycil, the popular prickly heat powder brand from Zydus Wellness, published a high-visibility Back Page Quarter-Page Advertisement in the Jaipur edition of Dainik Bhaskar Newspaper. The campaign strongly communicates the message “Ghamoriyo Ke Liye Sadharan Powder Nahi, Sirf Nycil”, positioning Nycil as a specialized and clinically trusted solution for prickly heat and summer skin irritation.

The advertisement highlights the newly introduced 20g small Nycil pack priced at ?10, making the product highly affordable and accessible for mass-market consumers during the intense Indian summer season. The cooling visual treatment with mint leaves, ice cubes and blue gradients reinforces freshness and relief from heat-related skin discomfort.

Media Profile

About Dainik Bhaskar Newspaper – Jaipur Edition

Dainik Bhaskar has an exceptionally strong readership in Jaipur and Rajasthan. Its massive penetration among Hindi-speaking households makes it one of the most effective newspapers for mass consumer brands, seasonal products and FMCG campaigns.

Case Study – Section 1

Purpose of This Advertisement

Primary Objective

The primary objective of the campaign was to strengthen Nycil’s positioning as the trusted summer solution for prickly heat and skin irritation while promoting the newly introduced affordable ?10 mini pack.

Secondary Objectives

• Increase summer-season product demand
• Boost rural and mass-market accessibility
• Create strong seasonal brand recall
• Drive retail and Smart Bazaar purchases
• Reinforce Nycil’s cooling and germ-protection benefits
• Expand low-price entry-level product adoption

Case Study – Section 2

Why Was This Advertisement Published in Newspaper?

Summer healthcare and cooling products perform extremely well in regional newspapers because newspapers effectively reach family buyers and household decision-makers across urban and semi-urban markets.

Reasons Behind Newspaper Advertising

• Massive reach among Hindi-speaking consumers
• High relevance during summer season
• Strong penetration in family households
• Excellent visibility through back-page positioning
• Supports retail-level purchase conversion
• Builds trust through print-media credibility

Case Study – Section 3

Target Audience

The campaign primarily targets middle-class and mass-market Indian consumers affected by summer heat, sweating and skin irritation.

• Families and household buyers
• Outdoor workers and travellers
• Children and teenagers
• Middle and lower-middle-class consumers
• Rural and semi-urban households
• Consumers seeking affordable summer-care solutions

Case Study – Section 4

Creative Strategy

Strong Hindi Messaging

The advertisement uses simple, relatable Hindi communication to create instant understanding and emotional connection with mass-market consumers.

Cooling Visual Language

Mint leaves, ice cubes and cool blue colour tones visually communicate freshness, cooling relief and comfort from summer heat.

Affordable Price Highlight

The ?10 pricing is prominently displayed to emphasize affordability and encourage impulse purchases among budget-conscious consumers.

Medical & Clinical Trust

The “clinically proven” positioning strengthens product credibility and differentiates Nycil from ordinary cosmetic powders.

Case Study – Section 5

Product Positioning

Nycil is positioned not as an ordinary talcum powder but as a specialized prickly heat and germ-protection solution designed specifically for harsh Indian summers.

The advertisement also positions Nycil as an affordable and trusted healthcare-oriented personal-care brand suitable for everyday family use.

Case Study – Section 6

Key Features Highlighted in the Advertisement

• Cooling herbal formula
• Protection against prickly heat
• Absorbs sweat and soothes irritation
• Clinically proven positioning
• Affordable ?10 mini pack
• Available in multiple pack sizes
• Strong cooling freshness imagery
• Retail availability at Smart Bazaar

Case Study – Section 7

Media Strategy

Choice of Dainik Bhaskar Newspaper

Dainik Bhaskar was strategically selected because of its extensive Hindi readership across Jaipur and Rajasthan. The newspaper is highly effective for mass-market FMCG and healthcare product advertising.

Back Page Positioning Strategy

Back-page advertising provides premium visibility and strong reader attention, making it ideal for seasonal consumer-product campaigns.

Summer Seasonal Timing

Publishing during peak summer maximizes product relevance and consumer urgency, increasing the probability of immediate purchase action.

Case Study – Section 8

Expected Outcomes from Publishing This Advertisement

• Increase in Nycil brand recall during summer
• Higher sales of the ?10 mini pack
• Growth in retail and supermarket demand
• Stronger market penetration in Rajasthan
• Improved mass-market product accessibility
• Enhanced seasonal brand leadership

Case Study – Section 9

Who Should Publish Ads in Dainik Bhaskar Newspaper?

• FMCG and healthcare brands
• Retail and supermarket chains
• Consumer product manufacturers
• Healthcare and wellness companies
• Educational institutions
• Automobile and appliance brands
• Real estate developers
• Seasonal product advertisers

Case Study – Section 10

What Response Can Advertisers Expect from Dainik Bhaskar Newspaper?

Advertising in Dainik Bhaskar Newspaper delivers strong response among Hindi-speaking family audiences and mass-market consumers across Jaipur and Rajasthan. The newspaper performs exceptionally well for FMCG, healthcare, retail and seasonal consumer campaigns.

• Massive Hindi-speaking audience reach
• Strong response for FMCG products
• Excellent household-level visibility
• Good regional market penetration
• Strong retail conversion support
• High trust among local readers

Case Study – Section 11

Learnings for Advertisers, Agencies & Designers