Client: Divya Bhaskar
Industry: Media & Journalism
Services Provided: Teaser-Revealer Campaign, Radio, Digital, Outdoor, On-Ground Activation, Influencer & CSR Outreach
Timeline: 2022
Geography: Ahmedabad, Gujarat
The Challenge
Divya Bhaskar aimed to reaffirm its identity as a newspaper that presents complete truth without hesitation, even when it concerns governance failures, administrative issues, or irresponsible societal behaviour.
The Strategy
The core thought “Sachi Vaat, Bedhadak” positioned the brand as bold, transparent, and uncompromising. The campaign was rolled out in two phases – a mass-awareness phase followed by a festive cultural integration to deepen connect across audiences.
Creative Execution
Phase 1 featured teasers, revealers, radio integration, digital rollout, TV astons and L-bands, corporate mailers, personalised influencer mailers, and internal branding.
Phase 2 – “Have Ramo Garba Bedhadak” extended the theme into Navratri 2022 through press ads, a garba song and video, on-site branding, online engagement, CSR-led chaniya choli distribution, and police felicitation for public safety.
Impact & Results
The brand was revitalised and established a unique place for itself with its fearless journalism. The CSR initiatives and on-ground activations were well received by all stakeholders, including society at large.