Triton Communications has won the creative mandate for the Dainik Bhaskar group of publications, including Divya Bhaskar (Gujarati) and Divya Marathi (Marathi), which is a part of the DB Corp Ltd. The account was won after a multi-agency pitch.
Mayur Rana, Executive Director (Ahmedabad), said, "Having worked closely with the team at Dainik Bhaskar during the launch of Divya Bhaskar in Gujarat, we understood the ethos of the Bhaskar Group. They have always believed in putting the readersâ interests first and doing their duty in promoting a positive environment. When they explained to us the how the newspaper has evolved in the recent past and in order to respond to the changing media environment, we realised there was a story waiting to be told. The group focuses on providing 'knowledge' that can be used, and this is what makes them different. We are excited to be partnering with them to take this message to the world."
Atul Purohit, Executive Creative Director, Triton Communications, said, âWhen news is packed with knowledge it widens the readersâ outlook and enables them to think smart.Â The concept of âSmart Sochâ for Dainik Bhaskar was a perfect fit.Â Â Dainik Bhaskar is a leader in its market because it always thinks about its reader in a way that equips them to think and lead the way. The use of hand paintings also stems from the idea that when the reader holds this newspaper in his hand, he is empowered with the power of knowledge and smart thinking.â
Munawar Syed, Director, Triton Communications, said, âIn todayâs digital world, newspapers are not the primary source of information.Â In addition there is now awareness about fake news. We recognised that DB has a high credibility factor among readers who look to DB for intellectual enrichment and individualism. The perception shift from the source of information to source of knowledge was therefore a natural move. It was now only a matter of presenting this thought as a âSmart SochâÂ with simple relatable icons for visual drama.â
This campaign was conceived by Atul Purohit and Vinayak Pattar and was shot by Daboo Ratnani with hand paintings by Deelip Khomane.Â
The campaign that was launched across the country on April 2 is being rolled out across all media, including digital.