‘Free Press Journal’ changed its masthead to ‘Free Sports Journal’ on the occasion of National Sports Day observed on August 29 to mark the birth anniversary of hockey wizard Major Dhyan Chand. The change is part of the publication's strategy to 'play its part in changing India for the better'.
In an initiative, conceptualised by Taproot Dentsu, the ‘Free Press Journal’ will change its masthead to draw the nation’s attention to important issues.
The English daily, established in 1930, chose to make a start by highlighting the issue of free and easy access to sport and dedicated two full pages to it, in an attempt to tackle the issue head-on.
“By changing our masthead to reflect the issue, we are reflecting upon and dedicating two full pages to amplify it. We will take this idea forward throughout the year, highlighting multiple issues, such as access to education, healthcare, safety, etc., on relevant national and international days,” said Abhishek Karnani, Director, Free Press Journal.
On the inside pages, readers will find experts, government authorities and common people talking about the problems about specific topics and its solutions.
According to Santosh Padhi, Chief Creative Officer and Co-Founder, Taproot Dentsu, the brand wanted to be seen as an innovator. “One of the important briefs given by the Free Press Journal was that it wanted to position itself as a young, vibrant and a new age brand,” Padhi said.
Hence, the idea of changing the masthead with particular topics was conceptualised.
On the occasion of National Sports Day, thoughts and comments of Union Sports Minister Kiren Rijiju, sports journalist Ayaz Memon and State Sports Minister Ashish Shelar were published.
“A lot of brands change their logos to get aligned with the consumers’ taste. But to change a brand’s name was something that the agency felt was quite edgy, fresh and brave, especially in newspapers where a masthead is very important in terms of branding and viewership,” said Padhi.
In the coming months, the publication will cover issues on free education to the girl child, electricity in remote areas and other relevant topics. “Twelve relevant issues will be addressed under 12 mastheads,” informed Padhi.
On Education Day, it will be named ‘Free Education Journal’. The brand is shortlisting other important days when social issues can be addressed. And depending on the response the initiative receives, it will be extended to next year.
The initiative will be promoted through social media platforms by tagging experts and authorities. “Through Twitter, we are tagging sports experts and asking their opinion on the issues related to sports. The same will be replicated while addressing other issues as well, such as ‘Human Rights’ where the brand will be addressing the problems in society that stop people to enjoy their free rights,” Padhi said.