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Why one day late, asks campaign

The digital newspaper salutes the unsung hero of journalism – the journalist – in its latest TV commercial

BestMediaInfo Bureau | Delhi | July 10, 2012, which challenged newspapers as the early morning read with its earlier campaign urging readers to read ‘Today’s news Today’, has just launched its new TV commercial which focuses clearly on the journalist, the hero of journalism.

Conceptualised and created by Contract Advertising, the commercial shows the unsung hero of the journalism world – the journalist, the source of knowledge, ‘walking miles, dodging gunfire and battling it out with critics’ – only to get his/her effort out to the world – one day late.

In an age when real-time delivery of news has become de rigueur, the latest Firstpost TVC highlights the obvious flaw with the existing ‘newspaper’ model, that of delivering the ‘daily’ news a day after it has occurred.

Speaking of the commercial, Durga Raghunath , Vice-President,, said, “Our entire positioning is about digital first. With our first commercial we wanted to encourage readers to seek news the day it happens on With the second, we want readers to know that our growing team of journalists are and will be focused on digital. We want journalism to be broken and created for the web.”

Ravi Deshpande, Chief Creative Officer, Contract Advertising, explaining the creative concept, said, "While celebrating serious journalism, the film punctures it to make the point that newspapers bring you all that fiery passionate journalism a day late. Perhaps then, journalists may consider Firstpost to be a better place to work. And not just journalists, Firstpost is designed to be news that people consume while being on the move.”

The TVC:


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