Advertising agency Triton Communications has announced that its ‘Smart Soch’ campaign initiated by newspaper Dainik Bhaskar has won Platinum Hermes, INMA Global Media Award and Bronze Abby's.
In today's digital era where social media has also become a platform of news consumption, a newspaper cannot just afford to be a mere source of information/news. It has to go beyond it to enrich its reader's life. Taking this insight, Dainik Bhaskar decided to position itself as a ‘source of knowledge’ that provides knowledge in the form of news to its readers that is relevant and life changing.
This campaign was conceived by Atul Purohit and Vinayak Pattar, was shot by Daboo Ratnani with hand paintings by Deelip Khomane.
Mona Shah, Senior Director and Mayur Rana, Executive Director, Triton Communications, Ahmedabad, said, "Working on the knowledge position has been most satisfying.
A perfect synergy between Dainik Bhaskar's vision and Triton’s creative rendition of the brief. The work being appreciated by national and international juries is an additional bonus."
Harrish M Bhatia, President, Sales and Marketing, Dainik Bhaskar Group, said, “At Dainik Bhaskar, we transformed our product from being a source of news to being a source of knowledge as information is already getting disseminated via internet. Our editorial philosophy is 'Reader Centricity' and we decided to create value in the news in such a manner that it becomes knowledge. This needed to be communicated in a manner keeping the customer (reader) benefits from knowledge upfront but without being pompous about it. That was the brief that got rendered as ‘smart soch’ and that resonated with the readers very well. And now I guess it is resonating with juries across the world as the campaign keeps winning awards all over the world.”
I. Hermes Creative Awards 2019
II. INMA Global Media Awards
New York 2019
1st Place for Best Execution of Print Advertising
Goa Fest 2019
Bronze Awards for Best Marketing of Newspaper.