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May 9, 2013, 2:13 p.m.
LINK: www.inma.org  ➚   |   Posted by: Caroline O'Donovan   |   May 9, 2013

In Calcutta, a three-month old print daily aimed at youth has already become the third most widely circulated newspaper in the city. Ebela, a Bengali language publication, had an expensive and heavily-marketed launch, complete with branded candies. The paper’s owners, the ABP Group, say ad revenues are steadily increasing.

The positioning line of Ebela is “Ami Amar Mato” (“I am what I want to be”). This mirrors the psyche of India’s new generation, which is bold, colourful, positive, young–at-heart, free-spirited, forward-looking, and brimming with energy.

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