Dainik Bhaskar: The power of 'Na'

In its latest campaign, the Hindi daily has sharpened its 'Zidd Karo, Duniya Badlo' thought by introducing the collective power of the word 'No'.

There's just something about the way newspaper brands, social issues and emotion-heavy films come together every once in a while to jolt TV viewers, in an almost preordained manner.

Taking its 'Zidd Karo, Duniya Badlo' thought forward, Hindi daily Dainik Bhaskar has launched a 45-second television commercial that urges citizens to say 'no' to any situation that challenges their value system and consequently, live with integrity.

Through a montage, the film talks about social issues like child marriage, college-level ragging, eve teasing, female foeticide and bribery, among others. Towards the end, all the characters representing different social evils say 'Na' in close melodious succession such that the tune resembles 'Sare Jahan Se Achcha Hindustan Hamara'. The words 'Zidd Karo, Buraiyon Ko Na Kaho... Naya Jahan Banao' appear on the screen as a super in Hindi.

Dainik Bhaskar's first 'Zidd Karo' brand campaign was launched in 2008. With cricketer M S Dhoni as brand ambassador; the campaign drew attention to the positive side of 'Zidd' or individual obstinacy. In 2011-12, the group launched a print campaign to take the concept forward. The current campaign marks another step in the evolution of the thought by introducing the collective power of 'Na'.

Titus Upputuru, national creative director, Dentsu Communications, tells afaqs! that the current communication serves to "sharpen" the 'Zidd Karo' concept by making it more "real and implementable".

He explains, "Earlier, the message was 'Stay strong to change the world'. Now, we're giving people a tool with which they can do so." The tool - the single syllable 'Na' - becomes potent when used collectively. "This time, we're enabling people," he adds.

In the words of Sanjeev Kotnala, vice-president, Dainik Bhaskar Group, "'Na' is the most important and most powerful word in any language. Every day, we find ourselves in situations where we need to say it -- at work, at home and in our communities."

Besides the film that's already on air across TV channels, another 60-seconder, packed with more social issues such as child labour, has been released in cinemas. This will be released on TV shortly. The media mix also includes print (especially local, small town newspapers), outdoor, digital and radio.

Powerful?

While the ad doesn't fail to touch members of the communication fraternity deeply, most are quick to point out that as far as newspaper branding is concerned, editorial content trumps any brilliant ad. However, here's what they said about the ad.

Satbir Singh, managing partner and chief creative officer, Havas Worldwide, says, "This is the age of brands, from detergents and mobile phones to tea and news media, espousing social causes. Everyone wants you to take a stand."

"It's one way to look at the way forward," Singh adds regarding the current rendition of Dainik Bhaskar's long-standing creative thought, "It's an interesting thing they've done with the jingle at the end." Interestingly, it was Singh's team that created the 'Zidd Karo' platform for the brand several years back.

Lending a category perspective, Vandana Sethi, director, Water Brand Consulting, says, "A newspaper, by nature, has the responsibility of delivering objective, unbiased information; exactly the reason why commercials of this sort make sense. It is reporting beyond a broadsheet or tabloid constraint. It voices the publication's root values."

According to Sethi, the film is high on youth appeal, the creative route "apt" and the Saare Jahan Se Achcha touch, "brilliant". From an execution perspective, though, she opines that the films could've been shot and edited better, and the build-up could've been longer and more interesting.