THE STORY OF INDEPENDENT THOUGHTS

TitleTHE STORY OF INDEPENDENT THOUGHTS
BrandDAINIK BHASKAR
Product / ServiceDIVYA MARATHI (NEWSPAPER)
EntrantDB CORP Bhopal, INDIA
Idea Creation DB CORP Bhopal, INDIA

Credits

Name Company Position
Vinay Maheshwari & Team DB Corp. Ltd. Senior Vice President -Sales and Marketing & Brand Marketing

The Campaign

The creative idea was simple : Only an independent newspaper can empower its readers to 'think independent' It was essential to sensitize the readers towards this idea of independent thinking,of having their own opinion and deciphering the truth , of breaking the shackles of closed-thinking and playing a pro-active role in the society by using their independent mind.

Creative Execution

The six month campaign hit the ground with a 360 degree integrated plan including a dynamic mix of print ads, radio spots, innovative outdoors,TV commercials, on-ground activation,creative trade mailers,social media promotion and marketing research. The campaign was launched with OOH teasers on prominent sites with high visibility in Aurangabad, Nasik and Jalgaon.Teasers had three thought provoking questions namely Lokanchan Mat Konachan Mat Aahe (Does public opinion really mirror your opinion?),Tumche Vichaar Swatantra Aahet Kaye (Is your opinion independent?),Tumhala Mat swatantraye aahe kaye (Is your opinion independent?). The campaign was revealed with the key message- Vachan Swatantra Chintan Swatantra (Read independent to Think Independent) followed by first ever Marathi Literature Fest in Nasik on the theme 'Confluence of Independent Thinkers'.This event saw 21 sessions from 54 authors expressing their independent views on a variety of subjects ranging from art,mythology literature and intolerance.

In a research conducted by Market Sapience,Divya Marathi consolidated its 'independent newspaper' rating from 4.0 pre campaign to 4.6 post campaign on a 5 point scale. Importance of attribute ' Empowerment of Independent Thinking' went up to 32% post-campaign from 7% pre-campaign. First ever Marathi Literature Festival was executed with the theme of 'Confluence of Independent Thinkers' roping in 54 authors in 21 sessions as a part of engagement and on-ground activation.

With a view to establish Divya Marathi as Maharashtra's (India) only Independent newspaper, an integrated brand campaign was launched incorporating various media elements (traditional and non-traditional media) across platforms in order to enforce this powerful idea as a differentiator in the news media landscape. The creative treatment remained the same across various elements and the brand message consistent throughout,thereby improving the marketing effectiveness helping in creating an impact.An all encompassing strategy helped support the big idea of 'Think Independent' (Swatantra Vichaar) across various platforms.

Target Audience:The campaign was directed towards newspaper readers in the Indian state of Maharashtra, who are usually deprived of the real news,who do not think on their own but form their opinions based on what the media shows them. Integration: In order to stand out in a cluttered market space, it was essential to differentiate with the idea of independent thinking.The campaign was launched through outdoors (teaser,revealer and follow-up) and comprised of elements like print advertisements, radio promotion, innovative outdoors , editorial notes,television commercials (2),trade mailers (4),cinema slides, on ground activation through a Marathi Literature Festival,social media promotion and market research. Approach: With a reader-centric approach,a 6 month long 360 degree marketing communication strategy was adopted, to re-enforce the message of Independent Thinking

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