Quite often the ad campaigns by media brands either communicate the 'leadership' position or cajole potential buyers to switch. Seldom do they try making the media brand equivalent to a lifestyle or aspiration. The new 'determination' campaign by Dainik Jagran, released recently, attempts to do exactly this.
The communication oozes attitude, both in copy and the treatment. Sample a communication: 'People said, it is impossible. I say, life is only about making impossible, possible!' say the ad copy, in Hindi, placed next to a smart young guy. In another execution, it asks a young girl who could make it to advertising for any cosmetic major, 'The question was career or homemaking. I said, why not both.' Similar is the tone and manner of all 5 ads and other multimedia creatives. The copy revolves around the struggle and the strife an individual goes through and how one’s confidence and beliefs play a major role. And plugs in the fact that Dainik Jagran helps by presenting new age solutions to new age issues.
"Latest 'Determination Campaign' captures the essence of determination against all odds and succeeding despite the obstacles. It attempts a paradigm shift for Dainik Jagran, as it has elevated itself from a mere information provider and found a connect with the readers in terms of their ambitions, aspirations and achievements in life," says Alok Sanwal, GM-Brand Development, Dainik Jagran.
Given that the creative treatment is stark and quite different from earlier campaigns, will the audience be able to soak-in quickly? Jagran's agency, Mudra, certainly believes so. Says Sanjeev Kotnala, GM, Mudra Advertising, "Yes, the campaign is stark in treatment because it reflects the communication idea - grit and determination. And the starkness is only in the creative treatment. On communication strategy, it is an evolution from the earlier campaign. The last campaign was about how a newspaper helps readers keep pace with times and the new one defines the pace as determination."
Interestingly, even though newspaper purchase decision is typically an elder's call, the campaign features young faces. "This is a conscious strategy. We want to drive Jagran readership through by involving young readers. Also communication will directly involve 65% of Jagran readers who are below 25 Yrs of age," rationales Sanwal.
But advertising is about the sensibilities of your audience groups. So while the English speaking metro audiences can perhaps relate to 'Every morning I want to jog my mind' communication by Hindustan Times, Hindi speaking audiences, specially in smaller cities and hinterlands may find it a little difficult to relate with this communication. However the jury is not out on this one, yet.
"Pre-launch surveys of the campaign have had a positive response from the readers and the team is confident that this campaign will be a winner like most other previous campaigns and help in the further development of the brand, bringing it even closer to the readers," says a confident Sanwal.]
The campaign will be released in print medium, in house publications and select magazines, including in-flight magazines, some 450 outdoor locations in Hindi heartland and scrollers on local cable channels.
So as the campaign rolls out, we'll have to wait and watch how audience responds to this bold move.