In its recent campaign ‘Jano Khabron Se Zyada’ featuring celebrities, the brand takes one more step towards empowering its readers by giving them something more than news
BestMediaInfo Bureau | Mumbai | December 23, 2016
Stressing on the ‘knowledge factor, Hindi news website DainikBhaskar.com has launched its new campaign featuring a host of celebrities, asking us to keep ourselves abreast with the day-to-day happenings and to keep our knowledge update.
The website had launched a campaign/ song titled ‘Janiye Abhi’ last year. With the new brand campaign ‘Jano Khabron Se Zyada’, the brand takes one more step towards empowering its readers by giving them more than just news. Dainik Bhaskar group sites have recently achieved the milestone of 70 million UVs, with 50 million only on DainikBhaskar.com, the brand is setting new benchmarks one after another with a continued leadership spot in the Hindi news genre.
With the catchline ‘Log Unhein Mante Hain Jo Khabron Se Zyada Jante hain’, the 30-second ad film shows the power of knowledge and how it defines the perception about the societal stature of a person. As one of the leading media houses, the campaign has taken it a notch higher by saying that the website not only offers news, but views. The company mentions, “We give the readers the talking points; shape their mindset and help them form opinions. We as the reader’s most trusted news destination have evolved our offering through unparalleled journalism by giving a comprehensive breakdown on stories and bringing forth the unseen/ unheard aspects that enlighten the readers with in-depth knowledge and information.”
The campaign is conceptualised and implemented by Orcomm Advertising. The agency’s campaign 'Live No Negative' for Dainik Bhaskar got the attention of PM Narendra Modi at the Diaspora meet in Canada.
Kavita Sharma, Co-Founder, Orcomm Advertising said, “The brief that we got from the client was to highlight how they can pitch dainikbhaskar.com differently. We, as consumers of the brand, realised how the news appearing on this website always had added information than just news. So, for example a seventh pay commission news highlighted how the President’s salary will be decreased. This is what built the basis of our campaign.”
Well, the brand has had a very strong campaign with the slogan ‘Zidd Karo, Duniya Badlo’ which was integrated when they launched a Friday edition in their newspaper. However, neither the Zidd campaign, nor the ‘Janiye Abhi’, had celebrities in their ad films. The recent campaign ‘Khabron Se Zada’ features Ranbir Kapoor, Anoushka Sharma, Manoj Bajpai, Vijay Raaz and Ajay Devgn.
Amit Koserwal, Co-Founder, Orcomm Advertising said, “We purposely used celebrities in the new ads since the celebrities have a stronger trust factor. So, a message by them will have much more impact than by you and me.”
Commenting on the launch, Kunaal Bhardwaj, Marketing Head, DB Digital, added, “We conducted a research across our key markets with the objective to find the need gap, understand the reader’s behaviour and psyche to define what we have to offer to our readers, as a brand. Riding upon our strength in news offering, we came up with the proposition ‘Jano Khabron Se Zyada’. We are taking aids of all traditional marketing tools like digital, print, radio and also focusing on brand and event associations to promote the campaign at large.”