Prabhat Khabar launches a mass campaign as Bihar turns 100

Prabhat Khabar launched a long lasting campaign, invoking its readers to be a part of the process of change the state is seeking. The campaign is based on the fact that Bihar is attaining its 100th year on March 22, 2011. So seeking it an opportune time to help Bihar restore its lost pride, the newspaper launched a scaled up campaign.

"Aap Badlenge, Bihar Badlega" [You reform and Bihar will transform] is the campaign that was launched in Bihar by Prabhat Khabar on February 13, and will continue with a daily ad dealing with the change that the state aspire from its people. The campaign will continue till the D-day when the state celebrates its centenary on March 22. To support this social communication even ground level activities are afoot.

Talking about ideating on the campaign Chief Editor of Prabha Khabar Harivansh, tells Adgully, "Bihar is a state which had great cultural, social, educational, historic, mythological and religious heritage and deserves a society which is alive to change and transformation. People have got into a habit of spoon-feeding, they believe that the Government will do everything for us. Though its right to expect from your Government, it is absolutely necessary to be a responsible citizen too. I believe that if Bihar is named amongst BIMARU states it is because the people of Bihar have not yet realised their responsibilties. So we at Prabhat Khabar came up with this thought to expect and see a change in the people and the state of affairs in Bihar as it nears its 100th anniversary."

A front page jacket depicting the lines ' "When you're reformed, Bihar gets transformed" was unleashed on Feb 13, 2011. It was accompanied with lead item authored by Harivansh which outlined the objectives of this campaign- 'Atmadeepo bhava' (Be a light yourself). When we change, Bihar changes and the country progresses, the lead article argued.

The campaign was ideated a good one year back and the execution took around 4 months. Harivansh adds, "We wanted to launch the campaign once we were out with our Bhagalpur edition. We needed to establish our newspaper's footprints all across Bihar to actually have an impactful campaign run."

"We are looking at creating a mass movement of change and we are using OOH and on-ground activities to the fullest. The campaign will run for a period of one month but we will constantly re-inforce the concept of this campaign in the future from time to time," he adds.

The campaign's core call is that power lies in the people and if the mass is awakened, the system will also be alive to them. It therefore is the need of the hour that people themselves propel the change in the state by bringing about a transformation in their behavior and attitude.

This campaign has been executed by the Tatwa Communications, Delhi. Visualized by its art Director Krishnendu, the powerful copy was written by Nishant. To make it more appealing to the people, the language deployed in the campaign has a colloquial touch of Bhojpuri in its headlines.The copy read-

When you're reformed

Bihar gets transformed!

"Change the mirror a million times,

the façade will not change.

By redrawing lines on a palm,

destiny will not change.

By dangling calendar on a wall,

days will not transform.

Thought determines our identity,

without it nothing will reform.

Come, let's get rid of the mask

Come, etch new providence by hard task.

Come, let's harvest fresh ideas and bask!

You are Bihar,

Your news is Bihar's News!"