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Dainik Bhaskar is India’s largest circulated newspaper. The Dainik Bhaskar Group champions the cause of enabling socio-economic change. It launched its new brand philosophy of Zidd (Determination) in 2012. The task at hand was to revive the Dainik Bhaskar’s brand philosophy of Zidd in today’s context without being preachy.
A simple story, with a simple message – the right stubbornness can defeat wrong stubbornness, was the theme of the film. A 120-second-long television commercial was created that celebrates the spirit of good determination to fight bad determination.
•Launch the new campaign on TV to generate mass appeal•Supplement this with print, radio and outdoor•Target trade fraternity through dedicated trade mediums•Sustain the campaign on social media and web by continuous engagement•TV: Film aired during primetime programs on GECs to capture the relevant audience on national level•Radio, print and outdoor: Crafted and adapted for the state markets in regional languages •Mobile: Creation of caller tune using the full version of the song used in the film, Whats App version for Smartphone push•Web: Dedicated microsite for content push and to hold dialogues•Trade: Web-banners, site captures and e-mailer with embedded YouTube link of the filmSocial Media: A pool of content created for pre, launch and post launch phase specially for social media – Twitter, Facebook and LinkedIn
Period (29th April – Till date)•#AcchiZidd trended on Twitter for 8 hours for 2 days each•Total video views on Facebook: 1,63,40,300 •Total video views on YouTube: 8,45,617 •Total video views on Twitter: 3,80,678 •Post Engagement: 18,17,696 •Website Click: 26,61,623 •Third party website Impressions: 3,39,68,220