A television and social media campaign, conceptualized by Ogilvy & Mather Mumbai, communicates the brand’s determination to stick to “achchi zidd”, flouting “buri zidd”
BestMediaInfo Bureau | Mumbai | April 21, 2016
Dainik Bhaskar, which is among the major print establishments in the country, has reiterated its brand philosophy of “Zidd” (determination) in an innovative campaign. A 120-second-long television commercial launched by the newspaper celebrates the spirit of good determination to fight bad determination.
The film, conceptualized by Ogilvy & Mather Mumbai, communicates a message of ‘achchi zidd’. The commercial has already been launched on television channels and social media channels across the country.
The previous campaigns of the brand had different flavours, like the one released in March 2015, with the tagline, ‘Live No Negative’, which focused on staying positive. The ‘Zidd’ theme had surfaced in previous brand promotion campaigns of the newspaper in 2008, featuring cricketer Mahendra Singh Dhoni. The ‘Zidd’ theme was revived in another campaign in 2012.
Kaacon Sethi, Chief Marketing Officer, Dainik Bhaskar, said, “Our brand Dainik Bhaskar embodies ‘zidd’. Our own growth story, from single newspaper which launched in Bhopal to today being the largest circulated with a presence across 14 States with 62 editions is steeped in zidd. We are intensely proud of the work by the Ogilvy team on our ‘Zidd Karo Duniya Badlo’ film. It is being received very well.”
The ad film begins in a classroom in a rural locale. While children recite the Hindi language alphabets, a man arrives and tries to take his daughter away from the school, even as the girl struggles to stay.
All the students then come out of their classes and try to send the girl back to school. The struggle between the father’s bad determination and the good determination of the school children, comes to the fore. The film has a beautiful lyric, with a rustic touch befitting the rural backdrop.
Kainaz Karmakar, Executive Creative Director, Ogilvy & Mather, said, “For a newspaper brand, it is easy to be preachy while talking about its philosophy. We wanted to avoid that. We wrote a simple story, with a simple message – the right stubbornness can defeat wrong stubbornness. The innocence of our little protagonists and how they dig their heels in for a friend, doesn’t preach but inspires.”
Harshad Rajadhyaksha, Executive Creative Director, Ogilvy & Mather, said, “With such an innocent and honest story to be told, the task was to avoid any typically ‘addy’ frills and let the stark struggle between right and wrong shine through. What Sainath brought to our script as a director was precisely that. We also felt that the story would be further enhanced through a song from the uncluttered point of view of children.”
Abhik Santara, Senior Vice President, Ogilvy & Mather, said, “There is no better time in India for people to be stubborn, for the right reasons. Across a timespan, the brand would keep reminding people to stay stubborn to change the world and for that we plan to take ahead the platform of ‘Achchi Zidd’ to various other engaging media.”
Client: Dainik Bhaskar Group
Agency: Ogilvy & Mather
Executive Chairman and Creative Director, South Asia: Piyush Pandey
National Creative Director: Rajiv Rao
Executive Creative Directors: Kainaz Karmakar & Harshad Rajadhyaksha
Copywriters: Kainaz Karmakar and Harshad Rajadhyaksha
Lyricist: Neelesh Jain
Account Management: Abhik Santara, Dushyant Kumar, Neha Shetty, Mohit Patti
Agency Films Dept: Manoj Joshi
Production House: Purple Vishnu
Director: Sainath Choudhury
Music: Pankaj Awasthi