Ahmedabad: Triton Communications has announced that it has won the creative mandate for Dainik Bhaskar group of publications including Divya Bhaskar (Gujarati) and Divya Marathi (Marathi) which is a part of the DB Corp Ltd.
The account was won after a multi-agency pitch involving 5 agencies and a comprehensive round of presentations.
Over the last couple of years, Dainik Bhaskar has evolved significantly in order to keep pace with the changing times. The product offering has been contemporized and the editorial stance has shifted towards giving the reader a unique perspective which is not available from other sources. The brief was to communicate this in a vivid manner and tie it in with a consumer benefit.
Having helped launched Divya Bhaskar in Gujarat, Triton understood the ethos of the Dainik Bhaskar Group of putting the reader first. This helped the agency come up with a campaign which brought out the benefit of ‘Smart Soch’ which in turn was the result of the knowledge which the newspaper delivered to its readers.
Talking about the Dainik Bhaskar win, Mayur Rana, Executive Director (Ahmedabad) says, “Having worked closely with the team at Dainik Bhaskar during the launch of Divya Bhaskar in Gujarat we understood the ethos of the Bhaskar Group. They have always believed in putting the readers’ interests first and doing their duty in promoting a positive environment. When they explained to us the how the newspaper has evolved in the recent past and in order to respond to the changing media environment we realized there was a story waiting to be told. The group focuses on providing ‘knowledge’ that can be used, and this is what makes them different. We are excited to be partnering with them to take this message to the world.”
Mr. Atul Purohit, Executive Creative Director, Triton Communications says, “When news is packed with knowledge it widens the readers’ outlook and enables them to think smart. The concept of “Smart Soch” for Dainik Bhaskar was a perfect fit. Dainik Bhaskar is a leader in its market because it always thinks about its reader in a way that equips them to think and lead the way. The use of hand paintings also stems from the idea that when the reader holds this newspaper in his hand, he is empowered with the power of knowledge and smart thinking.” He firmly believes, “Kyunki samay ki ek seema hoti hai, paiso ki bhi ek seema hoti lekin soch ki koi seema nahi hoti….aur wahi soch deta hai Dainik Bhaskar.”
Mr. Munawar Syed- Director of Triton Communications says, “In today’s digital world, newspapers are not the primary source of information. In addition there is now awareness about fake news. We recognized that DB has a high credibility factor amongst readers who look to DB for intellectual enrichment and individualism. The perception shift from the source of information to source of knowledge was therefore a natural move. It was now only a matter of presenting this thought as a “Smart Soch” with simple relatable icons for visual drama.”
This path breaking campaign conceived by Atul Purohit & Vinayak Pattar and was shot by Daboo Ratnani with hand paintings by Deelip Khomane.
The campaign which was launched across the country on April 2, 2018 is being rolled out across all media including digital.