Dainik Bhaskar celebrates the spirit of stubbornness in new campaign

Dainik Bhaskar has associated itself with ‘zidd’ (stubbornness) as a platform for a while now. In a fresh injection of energy into this brand promise, Ogilvy & Mather Mumbai has created a new TVC to take ahead the message of ‘Achchi Zidd’ (right stubbornness). This 2-minute commercial marks the launch of a broader campaign that celebrates the spirit of stubbornness. The commercial is visible on television channels and social media channels across the country.

Commenting on the campaign, Kaacon Sethi, Chief Marketing Officer, Dainik Bhaskar, said, “Our brand Dainik Bhaskar embodies ‘zidd’. Our own growth story, from single newspaper which launched in Bhopal to today being the largest circulated with presence across 14 states with 62 editions, is steeped in ‘zidd’. We are intensely proud of the work by the Ogilvy team on our ‘Zidd Karo Duniya Badlo’ film. It is being received very well.”

Elaborating on the thinking behind the TVC, Kainaz Karmakar, Executive Creative Director, Ogilvy & Mather, said, “For a newspaper brand, it is easy to be preachy while talking about its philosophy. We wanted to avoid that. We wrote a simple story, with a simple message – the right stubbornness can defeat wrong stubbornness. The innocence of our little protagonists and how they dig their heels in for a friend doesn’t preach, but inspires.”

Harshad Rajadhyaksha, Executive Creative Director, Ogilvy & Mather, added here, “With such an innocent and honest story to be told, the task was to avoid any typically ‘addy’ frills and let the stark struggle between right and wrong shine through. What Sainath (Choudhury, director of the TVC) brought to our script as a director was precisely that. We also felt that the story would be further enhanced through a song from the uncluttered point of view of children.”

Abhik Santara, Senior Vice President, Ogilvy & Mather, remarked, “There is no better time in India for people to be stubborn, for the right reasons. Across a timespan, the brand would keep reminding people to stay stubborn to change the world and for that we plan to take ahead the platform of ‘Achchi Zidd’ to various other engaging media.”
 

Campaign credits:
Client: Dainik Bhaskar Group
Creative agency: Ogilvy & Mather
Executive Chairman & Creative Director, South Asia: Piyush Pandey
National Creative Director: Rajiv Rao
Executive Creative Directors: Kainaz Karmakar, Harshad Rajadhyaksha
Copywriters: Kainaz Karmakar, Harshad Rajadhyaksha
Lyricist: Neelesh Jain
Account Management: Abhik Santara, Dushyant Kumar, Neha Shetty, Mohit Patti
Agency Films Dept: Manoj Joshi

Production House: Purple Vishnu
Director: Sainath Choudhury
Music: Pankaj Awasthi