Hindi news channel Aaj Tak has launched a new brand campaign titled ‘Saare Jahaan Se Sachcha’, highlighting fearlessness, truth and the no-compromise attitude of the channel. It highlights one of the fundamental needs in the society — to be honest and to be true.
Three TVCs under the campaign will be amplified across ATL and BTL, highlighting ‘Trust and Truth’ embodied by Aaj Tak.
The company had launched another brand campaign in 2016, when it re-iterated the ‘Sabse Tez’ brand positioning through a string of black and white films. In the earlier campaign, the news channel rides on its old slogan, ‘Sabse Tez’, while focusing on its reputation for exposés and newsbreaks through three ad films that use ‘Ankhen khol dein’ as a tagline.
The current campaign aims to bring forth the founding principles of truth and integrity that are claimed to have defined the Aaj Tak newsroom for 17 years. Instead of focusing on ‘what’ truth does, the campaign focuses on ‘why’ truth is so important. Why it’s so important to have brands like Aaj Tak, which carry the flag of truth amid unsubstantiated noise.
The campaign is led by three TVCs that capture everyday situations in which a common man is duped with a web of lies, when there is no accountability, and no action to put an end to this situation. Each narrative is a reality check on the kind of day-to-day transactions we see all around us. The campaign line Saare Jahaan Se Sachcha has been thoughtfully conceived to tug at people’s hearts. It re-affirms and connects the positive emotion of the song ‘Saare Jahaan Se achchha’ with brand Aaj Tak, lending it the stature and scale it deserves.
The campaign has also been extended to the print medium and soon, an outdoor leg will also be launched for the campaign.