Josh18 has come up with a new campaign for its recently-launched Hindi website Josh18.com. The campaign, which is pegged on the ‘josh’ platform and targets the vast Hindi speaking audience, has been created by The Cell, the in-house agency of Network18 Group. The TVC has been conceptualised by Zubin Driver, Network Creative Director, TV18 Group, and is another communication case study from The Cell in the mass Hindi-speaking market.
Driver said, “The brief was how we could communicate about the largest Hindi website and its relevance for Hindi speaking Indians and NRIs. The insight was that the Hindi-speaking audience felt that they were treated like second class citizens in a culture dominated by English speaking people. They felt that they had no contemporary Hindi medium through which they could express themselves.”
He further said, “The campaign platform is ‘Josh hain toh sab kuch hain’. The campaign is in Hindi and builds on the fact that Hindi-speaking Indians feel they have ‘arrived’ in a variety of ways due to the ‘josh’ that they have.”
Driver explained that Josh18 came to The Cell with a challenge. “How can you build a Hindi portal in an interesting and relevant way? The target audience is all Hindi newspaper readers, Hindi literate people, Hindi and bilingual Indians and NRIs. The portal has an amazing amount of editorial depth and width and is a serious and rewarding reading and interactive experience,” he added.
Driver further said that the campaign would be visible all over the TV18 network and on other TV channels as well. The TVC broke on October 18. The print ads and outdoor hoardings would be unveiled later.
Josh18.com is aimed at the growing Internet-savvy young population in the country. The portal intends to provide them a platform for news, information and blogs, and aims to deliver far more than the Hindi website of a Hindi paper.