Bloomberg|Quint sends out a bold message on removing unemployment
Six months after its launch Bloomberg|Quint, the joint venture between Raghav Bahl’s Quintillion Media and New York-based Bloomberg LP, has unveiled its first visible campaign, serving almost as the launch of the brand. Helmed by the theme of ‘First Jobs’, the campaign has been conceptualised by Zero:Zero, an independent ad agency that has been in business for about 18 months.
The campaign is leveraging outdoor and digital mediums to reach out to the people. The outdoor campaign has been rolled out in three top metros – Mumbai, Delhi and Bangalore.
Commenting on the brief shared with the agency, Saket Saurabh, Business Head, Digital and Marketing, Bloomberg|Quint, said, “The brief was to amplify our content theme around the Union Budget. It was asked to highlight ‘jobs’ as the core economic issue and the most important priority for the nation’s growth. And to do so in a manner that befits the premium nature of Bloomberg|Quint as a brand.”
On the campaign’s objective, Saurabh added, “The campaign is designed to deliver both reach and impact in the right constituencies. Through digital, we are targeting not just India but also ‘India interested’ audiences globally. Digitally, we are present across the nation, reaching the 22+ English speaking male and female audience. Through our other channels, we are creating an impact with key decision makers and influentials across top metro cities.”
Speaking on the creative thought process behind the campaign, Kaushik Roy, Co-Founder, Zero:Zero, said, “At a time when most financial players are saying politically correct things and/or toeing the line, we feel this campaign is different. The attempt in this campaign is to establish a strong point-of-view of the brand, delivered in an authoritative tone of voice. The brand’s single-minded focus and expectation from the Union Budget is job creation, the need of the hour for India.”
Roy believes that the campaign will be bold and relevant, reflecting the spirit of the times. He said, “At Zero:Zero Creative Solutions, we have taken the brief of ‘the need for job creation’ and laddered it up to the larger promises made by the government. We have done this to give the campaign scale and relevance. The core campaign idea is simple – first focus on jobs, then on every other big promise.”