IGI Europrint created a new promotional campaign for a family owned daily newspaper in India. The promotion, called SWAMA TAMBOLA was launched in December.

The concept involves a gamecard containing 6 ‘holes,’ where the positions of the holes vary from card to card. To play, readers lay their card over the daily grid printed in the newspaper, revealing symbols. If a reader reveals 6 identical symbols they win a prize.

Additional play value is achieved by readers being able to slide their card along the published grid for further chances to win.

IGI Europrint produced gamecards which were hand-inserted into copies of the newspaper prior to launch.

TV and Radio campaigns helped to promote the launch, as well as an in-paper campaign

Initial results indicate a substantial increase in circulation, together with major participation from younger readers.

Readers lay their card over the daily grid printed in the newspaper, revealing symbols.