Best print campaigns compiled in Mosaic-2011

The book has the Print Campaigns provided by the Creative leaders in various agencies across India

BestMediaInfo Bureau | Delhi | July 3, 2012

A first of its kind collection of the 'Best Print Work' in India, 'Mosaic 2011' was unveiled on June 29, 2012. The book has print campaigns provided by the creative leaders in various ad agencies. As a special feature, each work has been commented upon by the creative leaders as to why they feel that is their best print work.

Elaborating on the rationale for Mosaic, Girish Agarwaal, Director, Dainik Bhaskar Group, said, “So far we have seen international collections. There has been no single collection of the great print work Indian agencies and creative teams have been creating. This glaring gap has been bridged by this effort from Dainik Bhaskar Group. We do think this will be a brilliant source of inspiration and reference to the upcoming creative teams, clients and the agencies themselves.”

Agarwaal further said, “Mosaic 2011 is our initiative to recognise the spread of print creative, but this is really an industry initiative and I would not mind if other media houses join us in this endeavour.”

Sanjeev Goyle, Senior VP - Marketing & Applitac, Mahindra & Mahindra, Farm Equipment Sector, said, “There is a need of a higher order of engagement and involvement that the newspaper industry needs to address, further efforts in catching the next generation of readers is needed and may be in future print should be further focussing its energies in using the advantage of being the analysts and source of information rather than fight on breaking news which in fixed time print form is not really the strength.”

Josy Paul, Chief Creative Officer, BBDO India, stressed the need for higher engagement and stressed the need for an activist and artist to work together to create the movement. “After all communication is about results and actions,” he said. Paul He shared the 'Unhate' communication from Benetton and the GE India example created by BBDO to buttress his argument. He emphasised that the creative need is to “focus on the idea first and best exploit it in the selected media, instead of placing media first in the hierarchy and then trying to best create an idea to suit the medium”.

Sanjeev Kotnala, VP and National Head, Dainik Bhaskar Group, said, “This has been a first year for Mosaic. We are happy with the result. Mosaic is a rich collection of 150 creative units that are part of 77 campaigns by 23 agencies. All Cannes shortlisted campaigns are here too.  In this book you would also find a section of five favourites of  Lynn de Souza, Chairman and CEO, Lintas Media Group; Mallikarjun CR, CEO, Starcom Mediavest Group; PM Balkrishna, COO, Allied Media; Punitha Arumugam, Director- Agency Business, Google India. Next year we would have clients and even media owners picking their favourites.”

Kotnala added, “Our aim will be to include regional and language work along with the print innovations in the next edition.”

Dainik Bhaskar Group has printed 4,000+ copies of the book, which will be delivered to the identified stakeholders and influencers across creative media, advertisers and libraries.  The book is also available for download at http://i10.dainikbhaskar.com/dainikbhaskar2010/books/Final_Book.PDF

The initiative was facilitated by afaqs! and was supported by Ad Club Bombay and ABP News.

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