Milestone Brandcom deploys over 100 OOH media touch points to promote Dainik Bhaskar’s ‘No Negative News Monday’ drive
BestMediaInfo Bureau | Delhi | April 2, 2015
A common grouse against print media is that nowadays, the newspapers are full of negative news like crime, corruption, scams, etc. Keeping this in mind, Dainik Bhaskar has decided to give its 20 million readers a ‘No Negative News Monday’, wherein the paper will carry positive stories of courage, resilience and solutions across all its 58 editions in 14 states.
Milestone Brandcom built this movement through on-ground engagements and out-of-home media. Social media also played an active role in the promotions. Over 100 OOH media touch points were deployed for the 15-day campaign, which was executed across nine cities – Bhopal, Indore, Raipur, Aurangabad, Patna, Ranchi, Ludhiana, Ahmedabad and Jaipur.
Vinay Maheshwari, Senior VP, Brand Marketing and SMD, Dainik Bhaskar, explained, “We are at the cusp of change. This is to show India the true story and bring out the larger picture. Taking our value and change driven philosophy forward, ‘No Negative News Monday’ focuses on positivity, solutions and impact on everyday life. Being the readers’ voice, we not only want to reflect this change, but also shape and impact it at a fundamental level.”
Vikas Singh, AVP - Brand Marketing, Dainik Bhaskar, added here, “Monday is the first day of the week and the day when people plan their week ahead. We want them to do so, on a positive and confident note. However, we will cover all the relevant yet negative news in a separate header under ‘Negative News’. So, the reader has an option of reading the negative news or skipping it altogether. ‘No Negative News Mondays’ will give a new meaning and direction to journalism.”
A number of innovations were executed as part of the OOH campaign, which included putting two adjoining billboards together to display the Dainik Bhaskar logo. The logo was a backlit unit that emerged from the billboard, creating impact and visibility. The two billboards symbolised the negative and positive news with negative news on black coloured flex and positive news on white coloured flex.
Another innovation was executed at the entry of select shopping malls, where a special gate arch was created, branded with Dainik Bhaskar’s message ‘No Negative News’. Furthermore, the steps leading up to the malls were also branded to convey ‘No Negative News’.
A third innovation included putting up innovative signboards at busy traffic junctions of Indore, Bhopal and Jaipur with the message ‘No Accident Day’.
Commenting on the OOH campaign, Nabendu Bhattacharyya, CEO & Managing Director, Milestone Brandcom, said, “For an initiative like this, the need of the hour was a riveting mass media campaign. And we at Milestone did just that. The media mix for the 15-day campaign, which commenced on February 18, 2015, was an assortment of large format billboards, high impact mall media and other conventional mediums to reach out to the masses. We created differentiated branding through innovative gate arches, branded staircases and creatively lit billboards. Simple mediums were used to effectively grasp maximum audience attention. We are grateful to have been a part of this new revolutionary phase in journalism.”