Campaign by Ferry Wharf Communications shows the journalism Lokmat stands for and how they get news
Sohini Sen | Mumbai | March 6, 2014
With more and more channels and newspapers entering the market, the sanctity of news itself is taking a beating in the fierce battle for eyeballs and readership. To uphold the values of journalism, popular Marathi newspaper, Lokmat, has come out with a campaign titled 'Aamhi Lokmat - We are Lokmat' to reaffirm its credentials of being true to the ethos of journalism.
The fundamental values of journalism like in-depth research, credibility and intelligent analyses of news has achieved never-before importance. The TVC focuses on all the important aspects of Lokmat's values and work ethics – from reporting to analysing.
Rishi Darda, Jt. MD, Lokmat Media, said, “The TVC had to capture the calibre of Lokmat’s journalism and the unparalleled news and analyses it brings to its readers.”
The TVC opens with a riot scene as the voiceover declares that the reporter has seen wars break out on streets and on battlefields. The scene changes to a protest march and then natural calamities. The voiceover once again declares that the reporter has given voice to silent protests and seen nature's fury. While the pictures show manufacturing, the Bombay Stock Exchange and factories, the voiceover says how Lokmat has moved at the speed of progress. It says further how it has captured corruption, terrorism, Naxalism and mindless disruption. As the video ends with the Lokmat's editorial team working, the voiceover says: “We put the past in perspective, interpret the present and anticipate the future. We are Lokmat.”
Deven Sansare, Chief Creative Officer, Ferry Wharf Communications, who wrote the script, explained, “It had been a long time that Lokmat had created a campaign specifically for its branding. And in the last couple of years the editorial content has changed and improved a lot. We wanted to put that into perspective, especially so that the image that Lokmat is only a mass newspaper is broken. Lokmat caters to the masses but the content is intelligent and brings news from all spheres. Today there is so much content out there that it is becoming increasingly difficult to separate fact from fiction and news from opinion. In that context, Lokmat’s brand of journalism and commitment to credible news and analysis becomes especially relevant. We have tried to romanticise and glamourise how the reporter gathers news which makes Lokmat the paper it is.”
The TVC was shot partly in the Lokmat Printing Press and uses video footage from IBN-Lokmat news channel, and photographs from the Lokmat archives. It was produced by Ravi Desphande Pictures and directed by Ravi Deshpande.
The campaign will be extended to print and digital. The TVC, meanwhile, will be played on all Marathi news channels and Zee Network GECs.
Mandir Tendolkar, VP - Communication, emphasised, “The TVC had to portray the role Lokmat plays in raising issues and concerns shared by all of us and position Lokmat as a newspaper that is a witness to the past, understands the present and shows the way for the future.”
This is the third TVC from the Lokmat stable. While the earlier ones were also about the brand proposition and promise, the latest campaign adds a twist by talking about real journalism or what kind of journalism Lokmat stands for.
Agency: Ferry Wharf Communications LLP
Copywriter & Chief Creative Officer: Deven Sansare
Art Directors: Vedang Shidhore & Shantanu Gad
Image Correction: Sudhir Kumbhar (Studio Manager & Digital Artist)
Account Management: Rudolph D'Souza, Allwyn Srinivasan
Production House: Ravi Deshpande Pictures
Director: Ravi Deshpande