‘Dainik Bhaskar Dry Ideas Contest’, is part of Dainik Bhaskar Group CSR ‘JAL SATYAGRAH- Water Conservation’. The contest attempts at harvesting creative potential of advertising industry to create communication that would impact its readers into attitudinally adapt DRY HOLI as one of the ways of water conservation.

The ‘Dainik Bhaskar Dry Ideas Contest’ now in its 5th year has seen 3 00+ entries from individual professionals and agencies from all parts of the country, be it Delhi, Mumbai or Tier-II towns like Indore, Ahmedabad and Jaipur. Dry Ideas Contest is supported by
Exchange4Media and Indiainfo.com.

Sanjeev Kotnala, VP MarComm at Dainik Bhaskar Group says: “Since inception, 4 years back, we have always got a encouraging response. This year, we have identified two themes for the contest: One: Promoting water conservation by discouraging use of wet colors and chemicals that lead to wastage and contamination of water. Two: Playing Tilak Holi, which means promote playing Holi by only applying a Tilak on the forehead. Tilak Holi has been a natural progression to the DRY IDEAS in brand local ground activation during holi’ He adds ‘with years we have created a reader pull for the concept by mostly using the winning creative’s resulting in tangible saving of water. Now we want to further push the envelope and hence at Ground level the ante has been upped from Dry Holi to Tilak Holi.

‘Dainik Bhaskar Dry Ideas Contest, 2010’ targeted at advertising & media professionals, hence this year ‘getting a head-start on the awards season’ has been adapted as a tag to promote the contest. Here humorously the creative assembly line with Copy Writers, Art Directors, Creative Directors has been used as a visual- hopefully creating their entries.

The tone-of-voice aptly compliments slightly industrial visual. This route was approved as it finds an apt balance between creating ads to win the award as to make a difference to the readers’ lives.