The Campaign

Negativity hampers one’s thinking. With regular exposure to negative news reported in media, we have set certain stereotypes in our minds. The moment such similar situations occur; our first thoughts and reactions are usually negative. Insecurities, fears and distrust take over empathy, generosity and warmth. Unfortunately the effect is so subtle and natural that we seldom reflect over it. Our idea was to make people think; Think negatively. Show them how negative thoughts come very naturally. And then let them question their own thinking by turning the same situation on its head. The message was simple ‘change your thinking and everything else will change.’

Creative Execution

A series of teasers was launched on 8th March 2015 on digital and print media showing the four stories from the film with sensationalized headlines. The film was strategically launched on Friday the 13th (March 15). A website served as platform for people to exchange ideas and experiences on no negative way of life and also to take a pledge to live no negative.Facebook page sharing positive stories,inspirational quotes,real life stories of hope and happiness ensured 25000 likes. Social platforms were engaged to amplify the message and encourage participation. Over 690,000 sq.cm.of print was used at strategic interventions to drive the campaign through the year. The message was also integrate with days like Mother’s Day, Father’s Day and World No Tobacco Day etc. 800+ events were conducted in 34 cities across India. Celebrity endorsements populated the message. Over 3000 trade partners were engaged through 2 innovative mailers.

Reach: • Launch film was viewed by 0.79 million viewers • About 50 million people were reached through Dainik Bhaskar’s print and web platform. • Engaged with over 0.5 million people through ground activation. Impact: • Awarded with 12 wins in national and international forums including a finalist in INMA • At international forum Prime Minister of India applauded the campaign and the change it intends to bring • In a survey conducted by IPSOS, 81% readers believe that positive news brings happiness and positively influences one’s mindset. • 75% believe ‘they have a bright future in India • 68% felt that ‘world is full of good people’. • Game changer achievement: Indian News media changed their editorial philosophy and integrated positive content Sales: • Helped increase circulation revenue by 8%

In a race to earn readership/viewership Indian media has turned to sensationalism.News,which was supposed to keep people informed,became a source of widespread negativity leading to insecurity and fear.The campaign tackles grave issues with the Indian media – sensationalism and negativity.Not only is it the first ever such initiative taken by any media company in India,it is taken a step further to propagate a positive mindset among people at large. What started as a strong product differentiator for our newspaper brand turned into a movement and philosophy to live by.This could be made possible due to integration across all media platforms.

Being India’s largest newspaper Dainik Bhaskar enjoys a readership of over 20 million readers across 61 editions in 14 states.Another 30 million visitors are reached through the web portal.This reach is from the Hindi speaking tier II and tier III towns of the country. Geographically it covers 40% of India. Our target was therefore roughly 50 million of the Dainik Bhaskar audience. The campaign was integrated across platforms including print, television, online (including mobile), direct mailing and events. It was launched simultaneously on print and online medium and was later introduced on television. Direct mailing and events followed. The campaign approach was to get people thinking about the effects of negativity on their mindsets. A problem-solution approach was followed in editorial (Mondays), social platforms and events to propagate positive thinking and living. Ultimately they were brought to various platforms, where they can pledge to live no negative.