Dainik Jagran-inext, the bilingual daily of Hindi heartland, took home 2 Gold in WAN-IFRA's 21st Asian Media Awards 2022.
The daily was awarded for their campaign ‘’Xcuse Me! Where Is My Toilet’’ in Best in Community Service Category, and their new digital product offering ‘’Breaking News’’ in Best Revenue Diversification Product Category.
Chetan Sehgal, DGM –Brand Development, said, “Dainik Jagran-inext has always been the people’s brand which has taken a step forward for societal change and have touch upon the initiatives which can add value in the reader’s life and that is how the brand establishes its strong connect with millions of readers in 13 mini-metros across four states. India as a country still possesses a huge challenge for women when it comes to having access to hygienic public toilets for women. In case of Dainik Jagran-inext, it is the daily which has 33% women readership which means every 1 out of every 3 readers is a woman, therefore it was our responsibility to shed more light on this issue and urge the authorities to take action. ‘Xcuse Me! Where is my Toilet’ was one such initiative where we took the voice of women to the concerned authorities through direct on ground participation of more than 5000 women where they shared the challenges they faced due to lack of public toilets. This was a much-needed conversation which eventually resulted into 13 exclusive female public toilets known as ‘Pink toilets’ being constructed in the state of Uttar Pradesh by the government bodies.”
He added, “With the similar thought, during the peak of pandemic we had launched a digital offering in form of short “Breaking News” videos which were shared on our reader’s WhatsApp numbers twice a day (morning and evening). We realised that people had apprehensions about spread of virus with physical use of newspapers and news were heavily shared on WhatsApp including fake news. This had created panic and dilemma related to credibility of news as getting authentic news over most used communicating medium, WhatsApp was challenging. As a media brand we stood upon our responsibility of providing credible news to our readers by any means which resulted in the inception of short 30 sec videos by the name – “Breaking News” by Dainik Jagran-inext. These videos were tagged with Fact Check logo which reinforced the authenticity of news and strongly connected with the public. What had started on WhatsApp, caught fire on Twitter and Facebook and reached millions organically due to its virility. With the reach of more than 15 million people within no time across 12 cities, this was a hot opportunity for local brands and they started associating with us in Breaking News to expose their brands and services. This contributed to generation of new revenue stream for Dainik Jagran-inext in digital format and “Breaking News” became a huge success story. Catering to demand of our readers we have continued providing this service till date and will continue to do so.”
Alok Sanwal, COO Dainik Jagran-inext, mentioned, “This win surely has added one more feather in the cap of Dainik Jagran-inext. These wins boost our confidence and motivate us to do better for our society and we have taken several initiatives to ensure that. One of our major initiatives in this year has been to adapt a digital-first environment, increase web presence (social media) and engage in conversations with the people of Hindia. We have seen most growth in our digital presence and we are ready to explore more and more opportunities in this space in this year.”