Famous thinks of a Doosra for Dainik Bhaskar
Dainik Bhaskar recently unveiled its new ad campaign titled ‘Doosra’. The campaign has been created to celebrate Dainik Bhaskar’s stature as the second largest newspaper in Bihar, a position it accomplished in a short span of time, according to the Audit Bureau of Circulations JJ ’19.
The campaign is led by a 45-second film, which is being aired across Hindi news channels and Digital platforms. The TVC revolves around the popular cricketing concept of the ‘Doosra’, a particular type of delivery where the off-spin bowler spins the ball in the opposite direction, surprising the batsman. The bowling technique had changed the fate of critical matches and was respected for its uniqueness. The film juxtaposes a youth cricket match in Bihar with shots of people from Bihar interacting with Dainik Bhaskar. A voice-over uses the analogy of the ‘Doosra’ to explain the game-changing personality of Dainik Bhaskar’s readers in Bihar, and the newspaper’s challenger mindset and rank in the state.
Commenting on the ad campaign, Kaacon Sethi, Chief Marketing Officer, Dainik Bhaskar Group, said, “The Dainik Bhaskar - Doosra campaign designed by the team at Famous Innovations, is a great example of how to market a No. 2 brand. The Doosra strategy is a wonderful value addition and positions the brand in a unique way in a crowded market. Love the work.”
“Keeping the business objective in mind, we have used a real-life phenomenon inspired by the game of cricket, to create maximum impact amongst the target group,” said Amogh Kanade, the Business Head of Famous Innovations.
“The insight for the campaign came from cricket’s ‘doosra’ as a subject. We recognised that it represented the surprising challenger. What followed is a narrative celebrating the virtues of the game-changer, ably delivered by Ashutosh Rana – one of the most famous voices from Bihar,” said Yousuf Rangoonwala, Head of Planning, Famous Innovations.