The Business Problem

A leading hyper local news app had built massive traction in Andhra and Telangana. Daily usage was high, district-level news coverage was trusted, and during COVID, the platform became a vital source for local updates. But the brand struggled to replicate this success in Tamil Nadu. Despite the state’s strong news consumption culture, traction was low. The leadership wanted to know—why is this market not clicking?

What We Uncovered

The answer lay in timing and trust. In the Telugu markets, the app spiked during COVID—a black swan event that built habit and credibility. Tamil Nadu never had that trigger.

Also, while Tamil Nadu consumers were heavy news consumers, they were deeply skeptical of digital-only platforms. Without a print or TV presence, the app faced an uphill battle to prove it was credible.

On-the-go news was a white space. Users wanted quick, regional updates without having to stream video. But first, they needed to trust the source.

The Strategic Shift

We advised the brand to stop chasing content breadth and focus sharply on what set them apart—hyper local reporting with unmatched depth.

But more importantly, we recommended repositioning the brand not just on coverage, but on credibility. In a state where trust must be earned, the brand had to lead with proof.

How We Brought the Positioning to Life

We proposed a two-part approach:

- Anchor the brand’s Tamil Nadu story in **credibility first, hyper local second**

- Support the narrative with mass media to mirror the legitimacy associated with print and television

Digital targeting would drive discovery and downloads. The brand story would focus on citizen-powered, district-level news that matters—delivered by a platform users could trust.

We framed all other benefits—short form content, ease of use, low data—as second layer discoveries.

What Changed

The repositioning helped the brand land with relevance and respect. Downloads surged. More importantly, the perception shifted—from just another app to a reliable news source.

Today, the brand is not only gaining traction with users, but is also being seen as a serious media platform by advertisers and local authorities.