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Dainik Bhaskar makes a big positive statement in the outdoor

By Bhawana Anand - April 06, 2015

The national daily showcases the new perspective of news stories through effective outdoor campaign, executed by Milestone Brandcom.

A common grouse against print media is that nowadays, the newspapers are full of negative news like crime, corruption, scams etc. This creates a very negative mindset early morning. All of this negative news is quite in contrast to the general wave of optimism sweeping the country. Taking this positive outlook forward, Dainik Bhaskar's present its 20 million readers No Negative News Monday- with positive stories of courage, resilience and solutions. In all, around 58 editions in 14 states on Monday carry only positive, utility, optimistic success stories and relevant news is now spread across the entire paper in each section of the Front Page, DeshVidesh, State Page and City.

Everyday, the newspaper reaches out to around 20 million readers which communicate the message itself. However, the brand extended the campaign through the OOH medium and utilized this as a reminder medium to reinforce the message. Milestone Brandcom built this movement through a mix of ground engagements and OOH media. The agency executed a differentiated OOH campaign for the brand, which saw a lot of creativity and zing along with a number of innovations.

While explaining the insights behind this new change, Vinay Maheshwari, Senior VP, Brand Marketing and SMD, Dainik Bhaskar said, "We are at the cusp of change. This is to show India the true story and bring out the larger picture. Taking our value and change driven philosophy forward, No Negative News Monday focuses on positivity, solutions and impact on everyday life. Being the readers' voice, we not only want to reflect this change but also shape and impact it at a fundamental level.”

"Monday is the first day of the week and the day when people plan their week ahead. We want them to do so, on a positive and confident note. However, being a responsible newspaper, we will cover all the relevant yet negative news in a separate header under Negative News. So the reader has an option of reading the negative news or skipping it altogether. The No Negative Mondays will give a new meaning and direction to journalism,” adds Vikas Singh, AVP Brand Marketing, Dainik Bhaskar.  

Choose your news

The campaign had two adjoining billboards which were joined together by the Dainik Bhaskar logo. The logo was a backlit unit that emerged from the billboard, which created excellent impact and visibility. The two billboards symbolize the negative and positive news with negative news on black flex while positive news on white colored flex. The brand logo perfectly joined the two aspects of news effectively, communicating the core idea - to transpose the way we think and migrate from a negative approach towards a positive one.

The second innovation was executed at the entry of selected shopping malls. A special gate arch was created and branded with Dainik Bhaskar's message'No Negative News'. Furthermore, the steps leading up to the mall were also branded to convey'No Negative News'. From a distance DB quite literally'owned' the mall entrance space. It was an idea that was visibly distinguished from conventional branding. And third innovation included putting up innovative signboards at busy traffic junctions of Indore, Bhopal and Jaipur with the message "No accident day”.

Important medium

While explaining about the significance of this medium, Vikas said, "It has an extremely important role to play, complementing the other mediums. No media campaign can be complete without OOH. The OOH medium also lends itself to lot of innovation. Along with our agency Milestone, we implemented a number of innovations across different cities in the country for this campaign.”
The campaign was designed to target almost all Indians who are sick and tired of the negativity around them, and are clamoring for news that inspires them and instills optimism and hope. In that sense, the TG is quite broad based which is apt for OOH medium.
"For an initiative like this, the need of the hour was a riveting mass media campaign. And we at Milestone did just that. Over 100 OOH media touch points were deployed for the campaign. The 15-day campaign was executed across nine cities namely Bhopal, Indore, Raipur, Aurangabad, Patna, Ranchi, Ludhiana, Ahmedabad and Jaipur. The media mix was an assortment of large format billboards, high impact mall media and other conventional mediums to reach out to the masses. We created differentiated branding through innovative gate arches, branded staircases and creatively lit billboards. Simple mediums were used to effectively grasp maximum audience attention. We are grateful to have been a part of this new revolutionary phase in journalism,” says Nabendu Bhattacharyya, CEO & Managing Director, Milestone Brandcom.

The response has been good and clearly people have warmed up to the idea. The brand has had close to 270K views on You Tube for their TVC. More than 40K people have already taken the pledge on microsite.


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