| Title | BRINGING YOUTH BACK TO NEWSPRINT |
| Brand | DAINIK BASKAR |
| Product / Service | DAILY NEWSPRINT |
| Category | A07. Best Use of The Internet/New Media, Including Mobile Phones, PDAs etc. |
| Entrant | MPG Mumbai, INDIA |
| Entrant Company: | MPG Mumbai, INDIA |
| Media Agency: | MPG Mumbai, INDIA |
Credits | |
| Name | Company | Position |
|---|---|---|
| Jyoti Bansal | MPG India | Executive Director |
| Hetal Gandhi | MPG India | Media Group Head |
| Kushal Sanghvi | Media Contacts | Managing Director |
| Alfred D’souza | Media Contacts | Media Manager |
| Mayur Sethi | Media Contacts | Media Supervisor |
| Riyaz Nathani | Media Contacts | Media Executive |
Business : Readership in the age group less than 30 years increased by 25M readers over six month period accounting for the entire readership growth over this period. (Source IRS 08 R2 over R1) Engagement & Buzz : • Video views online: 2.5 million+ • Visitors on ZiddKaro.com: 2 million+ • Messages / Comments: 3000+ • Poll participants: 12000+ Strengthen our Product: In the end we not only reached out to them but understood better the causes they hold the dearest and feel most passionately about which lets us respond editorially as well.
We used MS Dhoni, the Captain of the India Cricket team as the Brand ambassador inviting youth to Participate and make a difference. A multimedia campaign (TV billboards and Online) was run to encourage them to post on behalf of their causes on the Microsite created. Based on the content preference of the audience we used video Ad units in (Instant Messaging) IM’s and Chat rooms to spread it virally amongst youth. The videos had over 2.5 million online views. Contest were also run on popular Indian news portals where users were asked to vote and write about people who lived to the core philosophy of the brand, these had over 12,000 participants. Eventually on the microsite we had over 4000 comments. Youth expressed solutions/protests on varied issues like: State of Old age homes, Terrorism, Global warming, Bandh Culture (strikes as a form to protest) etc...
Dainik Bhaskar, the leading SERIOUS Hindi Newspaper which reaches 12.8 Mn readers in India (2008 R1 IRS) was concerned about its stagnating readership base and slow disengagement of youth which comprised 54% of its readers. News Sources like TV and net are replacing newsprint reading habits. Research showed us that Indian youth is SOCIALLY AND POLITICALLY CONSCIOUS with increasing RESTLESSNESS and at the forefront of the citizen’s movements. This matched with the BRAND VALUES of Dainik Bhaskar. We launched an Interactive led campaign on the platform of ZIDD KARO DUNIYA BADLO (Stand up for what's right and change the Nation).