Divya Marathi's integrated campaign to encourage ‘Swatantra Vichaar’

Divya Marathi, the flagship Marathi publication of Dainik Bhaskar, has rolled its ‘Swatantra Vichaar’ campaign, underlining the importance of independent thinking. The campaign hit the ground with a 360-degree integrated plan, including a dynamic mix of print ads, radio spots, innovative outdoor, on-ground activation and a couple of creative trade mailers.

 The campaign was launched with 135 OOH teasers on prominent sites with high visibility in Aurangabad, Nasik and Jalgaon. Teasers had three thought-provoking questions: namely, ‘Lokanchan Mat Konachan Mat Aahe’ (Does public opinion really mirror your opinion?), ‘Tumche Vichaar Swatantra Aahet Kaye’ (Is your opinion independent?), ‘Tumhala Mat Swatantraye Aahe Kaye’ (Is your opinion independent?).

 The Indian media landscape, being highly cluttered and commoditised, has very little to differentiate. News is frequently spiced-up and sensationalised in order to gain higher readership/ viewership. The readers get swayed by the media and form their opinion basis what the media exposes them to. Their thoughts, therefore, remain devoid of independent thinking. Maharashtra also mirrors a similar situation. Through its ‘Swatantra Vichaar’ campaign, Divya Marathi aims to be a catalyst to trigger independent thinking.

 Girish Agarwal, Director, Dainik Bhaskar Group, remarked, “Through our ‘Swatantra Vichaar’ campaign, we aim to establish the paper as Maharashtra’s only independent newspaper that helps its readers think independently. Our newspaper champions independent thinking across its pages without any shades of influence.”

 The day the campaign broke, the key message was revealed in the newspaper and outdoor sites – ‘Vachan Swatantra Chintan Swatantra’ (Read independent to Think Independent).

 The campaign has radio spots running to amplify the same message. Radio innovation has been done, whereby content around films, books, authors and sportspersons championing independent thought has been integrated.

 A TVC based on this campaign conveys the idea of how people’s opinion and thoughts gets influenced by reading newspapers, which are generally not independent in their thought and working.

 The campaign is also being supported by print ads, digital campaign and innovative trade mailers.

 Commenting on the campaign, Vinay Maheshwari, SVP - Sales and Market Development and Brand Marketing, Dainik Bhaskar Group, said, “Our ‘Swatantra Vichaar’ campaign is in line with our brand proposition of delivering cutting edge content for our readers. Reader centric content has been integral to this campaign and we have made sure to keep it intact.”