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Dailyhunt rolls out campaign #NewsKaDailyDose to show how India reacts to news

What’s Your Problem has conceptualised and executed the campaign for the news and local language content application to strike a chord with Hindi-speaking audience across India. The ad targets the youth to get a better understanding of the content offered on the app

Click on the Image to watch the TVC.

Dailyhunt, the news and local language content application, has partnered with integrated agency ‘What’s Your Problem’ to launch a TV campaign–India Reacts–to strike a chord with the Hindi-speaking audience across India. The ad aims to target the youth between 18-24 years to drive Dailyhunt mobile app installs, and for this audience to get a better understanding of the breadth of content offered on the app.

Conceptualised and executed by Mumbai-based, integrated agency What’s Your Problem, the two sets of ads will run on all popular Hindi TV channels, including sports, entertainment and news.

The campaign shows many scenes from across India where different audience segments, including students, working professionals and housewives are visibly hooked on to the Dailyhunt app, and who are getting their daily dose of news on a single mobile platform. Through the film, you see them laughing, crying out loud in frustration, irritated, optimistic, angry, sad & happy – reacting to the news that they see on the Dailyhunt app. News brings out so many different reactions and Dailyhunt, India’s largest news aggregation app, makes Indians react.

The TVC:

Commenting on the new ad campaign, Virendra Gupta, Founder & CEO, Dailyhunt, said, “At Dailyhunt, we have been constantly innovating and have evolved to be the best destination for news in local Indian languages. Being the only media company that offers content in 14 Indian languages, we take pride in describing ourselves to be the single largest news platform of local languages. With the latest campaign, we want to highlight the current trends related to digital news consumption pattern in India.”

The ad attempts to capture the readers’ enthusiasm to be updated on the happenings around them in their preferred language by just a click of a button on their phone.

“There is an evident growth in the demand for consuming content digitally, especially news in native language on mobile platforms in our country. We are thrilled about the campaign going live, which showcases how Dailyhunt has grown to become a part of daily dose of news and entertainment for over 15 crore Indians,” added Gupta.

Tejas Mehta, Director, Account Management and Strategy, What’s Your Problem, explained, “The ‘what to say’ and strategy is as important for any brand, as the creative. Since Dailyhunt is a seasoned app with fantastic downloads, we decided to go back to the basics and demonstrate how the brand has been giving 15 crore Indians all the news and info they need.”

Amit Akali

Amit Akali, Joint MD and Creative Head and Huzefa Roowala, Director, Creative and Content, What’s Your Problem, explained, “As a creative hook, we latched on to what news makes anybody do; laugh, cry, get irritated, frustrated, happy, smile – basically react! We purposely kept the narrative simple and showed people all over India reacting in different ways, revealing eventually that it was all thanks to Dailyhunt. To add interest, we decided to make a ‘reaction track’ and render the reactions musically. To make it relatable and fun we kept it visually real. Kishore Iyer of Nirvana films shot in all real locations, with real casting.”

Credits:
Client: Dailyhunt
Creative agency: What’s Your Problem Brand Solutions Pvt. Ltd.
Production team:
Pan India film:
Production house: Nirvana Films
Director: Kishore Iyyar
Producer: Manjeet Bawa

Digital Films:
Director: Huzefa Roowala
Producer: Kalim Shaikh
Production House: Arsh Entertainment
DOP: Zuhair Afsar
Line Producer: Saddam Shaikh
Directors Assistant: Saurabh Pal
Stylist: Nisha Gupta
Sound: Chandrakant Gurav
Makeup Hair: Shantaram Shinde/Nitin
Casting Director: Gourab Kakkar
Dubbing Coordinator: Syed Mubbashar Ali
Post Production supervisor: Saurabh Pal & Team
Editor: Mohan Aagre
Online grading: Saurabh Lad
Animation: Saurabh Lad
Music Director: Aaditya Jain/ Shark Studio (ask)
Sound Engineer: Nakul pardeshi
Sound Studio: Media Mind
Dress man: Sanjay Yadav
Spot boy: Manoj kumar ram, Anand Madshetti, Naveen, Prashant
Light: A.S.Light

Creative team:

Amit Akali:  Managing partner and Creative head

Huzefa Roowala: Founder Director, Creative and Content

Ruchita Zambre: Creative Director

Sameer Murudkar: Associate Creative Director

Apparao Hare: Creative Supervisor Art

Kriti Tiwari: Senior Copywriter

Pawan Kotian: Senior Visualizer

Account Management and Strategy:

Tejas Mehta: Founder Director, Business and Strategy

Karan Sharma: Group Account Manager

Aditya Nanavati: Group Account Manager

Krupali Warade: Senior Account Executive

Akshay Joijode: Account Executive

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