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Dainik Bhaskar highlights the power of ‘Na’

The new campaign conceptualised by Dentsu carries a strong message – ‘Buraiyon ko na kaho, naya jahan banao’

BestMediaInfo Bureau | Delhi | April 10, 2013

The Dainik Bhaskar Group’s first ‘Zidd Karo Duniya Badlo’ brand campaign was launched in 2008, with Indian cricket captain MS Dhoni as the brand ambassador. It highlighted the positive side of Zidd. In 2011-12, the group launched an only-print campaign, promoting Zidd at an individual level. The new campaign which went on air on March 30, 3013, further evolves the concept by highlighting the power of individuals when they say no or na. The campaign has been conceptualised by Dentsu Communications.

 

The campaign is about how if we keep saying ‘Na’. ‘Na se banega naya jahan’ is the core message of the campaign. The film shows people caught in tough. They all refuse to cow down and say Na. The several Nas are then strung together in an edit pattern that helps emerge a collective hum of a familiar tune, ‘Saare jahan se achcha’. The film ends with the message ‘Buraiyon ko na kaho, naya jahan banao’.

The film shows three boys being ragged in a hostel. While two of the boys are made to strip, the third boy stands firm and refuses saying Na. We next see a young woman about to be burnt alive with kerosene oil by a husband and her mother-in-law. But she screams her lungs out with a Na. Elsewhere a creepy looking husband wants to find out if the child his wife is carrying was a girl child by passing on a chit to the doctor, through his wife. The doctor looks at him and firmly says Na. Next, a young woman is chased by a ruffian at a lonely bus stop. She turns back and gives him a resounding slap before screaming Na. Similarly, we see an official refusing bribe, a child refusing to become a bride by hiding herself behind her mother and so on. The TVC then cuts to show several people saying Na in different parts of the country. The film is cut such that a familiar tune emerges: Saare Jahan se achcha.

Titus Upputuru, National Creative Director, Dentsu Communications, said, “At one level the film uses irony. While everyone is collectively seen to be saying that our country is Saare Jahan se Achcha, what we are seeing is a world that is far from good. Historically, we have seen that it does not take long, beautifully crafted speeches to cause great movements. If we recall the freedom movement, there were just two words: Quit India. In this campaign, there are no long speeches that ask us to change ourselves and make our world a better place. Dainik Bhaskar wishes to continue its crusade with the thought of Zidd. One of the simplest things that illustrate Zidd is saying no or na. When we hum a song, we usually do it using a syllable. I thought if that syllable was a Na and if we string several Nas together, a song would emerge – a song that can show us the path to a Naya Jahan. That's how ‘Na se Naya Jahan’ came about.”

This is for the first time perhaps that audio and video are so dependent on each other in bringing out the message. The TVC does not work if seen on mute. Similarly, if we just hear the track and don’t see the video, it does not work. Which is why, a lot of science went into the making of the film – the build-up to the song and the song itself emerged through the various nas.

Commenting on the campaign, Sanjeev Kotnala, VP, Dainik Bhaskar Group, said, “Na is perhaps the most important and certainly the most powerful word in any language. Every day we find ourselves in situations where we need to say na - at work, at home, and in our communities - because it is our prerogative to decide if I as an individual will protect and be the change agent for everyone and everything that matters to me. Dainik Bhaskar Group believes that for change you do not need a crowd or a revolution – it can be brought about even by simple acts of individuals.”

 

The campaign will run across TV, print, radio, outdoor, cinema and digital. The print campaign broke on April 1, 2013, while the 45-second TVC went on air from March 30.

The TVC:

[youtube]http://www.youtube.com/watch?v=IO3lyy8BlcA[/youtube]

 

Credits:

Client: Dainik Bhaskar

Creative Agency: Dentsu Communications

Account management: Arijit Ray, Rajesh Matthew, Sharmishta Maitra

Planning: Suresh Mohan Kumar

National Creative Director: Titus Upputuru

Senior Creative Director: Abhinav Karwal

Art Director: Abhinav Karwal

Copywriter: Titus Upputuru

Chief Films Officer: Suprotim Dey

Director (of the film): Bob (Shashanka Chaturvedi)

Production House: Good Morning Films

Post production: Bharat Arote

Music credits: Dhruv Ghanekar

Info@BestMediaInfo.com

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