Title | PRINT V/S COVID |
Brand | FREE PRESS JOURNAL |
Product / Service | FREE PRESS JOURNAL |
Category | B04. Use of Print or Outdoor |
Entrant | TAPROOT DENTSU Mumbai, INDIA |
Idea Creation | TAPROOT DENTSU Mumbai, INDIA |
Name | Company | Position |
---|---|---|
Santosh Padhi | Taproot Dentsu | Chief Creative Officer & Founder |
Yogesh Rijhwani | Taproot Dentsu | Creative Director |
Nilesh Naik | Taproot Dentsu | SeniorArt Director |
Krishna Iyer | Taproot Dentsu | Editor |
We kept engaged the readers or rather the reader every morning kept looking for the sapce as every single day there was a new topical message related to Covid appeared and involved the readers for 101 days
When the Covid crisis struck India, authorities began the mammoth task of educating people about the precautions they needed to take. To stand out amidst a sea of grim messages, Free Press Journal, one of India's oldest newspapers, wished to respond with the power of print. We started creating smart reminders at breakneck speed, each of which addressed a different aspect of the pandemic.
We started creating smart reminders at breakneck speed, each of which addressed a different aspect of the pandemic. Each creative was a fusion of two unrelated visuals, designed to make the message memorable. The journey started with the basics of dealing with the virus and went on to address a diverse range of issues and events that we all were facing, perhaps for the first time. From Covid warriors to migrant workers, mental health to lockdown habits, we touched upon unique yet relevant topics that helped keep our readers' spirts high.
As the problem evolved and changed form, so did our response to it. From Covid warriors to migrant workers, mental health to lockdown habits, we chose unique yet relevant topics.
We started creating smart reminders at breakneck speed, each of which addressed a different aspect of the pandemic. Each creative was a fusion of two unrelated visuals, designed to make the message memorable. The journey started with the basics of dealing with the virus and went on to address a diverse range of issues and events that we all were facing, perhaps for the first time. From Covid warriors to migrant workers, mental health to lockdown habits, we touched upon unique yet relevant topics that helped keep our readers' spirts high.
Over the initial 57 days, we created 57 creatives, back-to-back, in 24 hours each. These were initially published in the e-paper and after physical distribution resumed, in the physical copies too. Eventually, we published more than a 100 creatives (101 tobe precise) that informed and empowered millions of our readers, helping them keep their spirits up every morning. It became India's longest running print campaign, that made it to the India, Asia and Guinness Book of World Records.