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ET launches brand campaign against ‘Half Knowledge’

The campaign has been conceptualised by Lowe Lintas. It has kicked off in print but will soon be extended to TV, OOH, digital and radio 

BestMediaInfo Bureau | Delhi | March 12, 2013

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While there is nothing as beneficial as knowledge, there is nothing more harmful than a lack of it or what is commonly referred to as Half Knowledge. Half Knowledge is all around us – in office corridors, on the train commute back home, in conference room meetings, etc. Sometimes it provides us a laugh or two when a blunder is made. But most other times, it can be damaging in the way it steers conversations with dangerous consequences as it is contagious.

The Economic Times is standing up against Half Knowledge by launching a campaign to draw attention to this malaise, thereby helping arrest its growth. Lowe Lintas and Partners conceived the campaign which contextualises Half Knowledge situations in people’s daily lives.

The campaign has been launched in print. However, other media such as TV, outdoor, radio, digital, social media, corporate parks and even coffee shops will also form part of the campaign. The TVC is under development.

Arun Iyer, National Creative Director, Lowe Lintas and Partners, said, “While we started thinking upon the campaign, we hit upon this thought that the most subtle evil that exists in Corporate India is Half Knowledge. And this Half Knowledge is masked usually with over-confidence. There are opinions and very firm ones at that, flying all around us. We feel that the biggest contribution that ET can make to this country is to increase the depth of knowledge. Because the more we know, the more we grow as individuals and as a country.”

Ravi Dhariwal, CEO, Bennett, Coleman & Co. Ltd, said, “This initiative has been launched to highlight the pitfalls of Half Knowledge. ET has always focused on providing readers with the complete picture on every news story so that they never take decisions based on superficial intelligence. And, in that endeavour, lies our commitment to fight Half Knowledge.”

To know more about ‘ET Against Half Knowledge’ and pledge support, log on to www.knowgrow.economictimes.com or Facebook - https://www.facebook.com/ETagainstHK


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