Business Bhaskar, the pink daily from Dainik Bhaskar, has launched two new editions in Indore and Raipur on July 12. On the same day, Bhaskar also unveild its multi-media pan India campaign, ‘Zidd Karo’.
Commenting on the new editions, Rajiv Jaitly, President-Ad Sales and Marketing, DB Corp Ltd, said, “We believe that the real growth is in India’s Tier II markets. In keeping with the fast rate of economic expansion seen in these cities, we, too, are keeping with this. We have, therefore, launched two new editions in Indore and Raipur within a couple of weeks of the launch of the first edition in Bhopal.”
As with the first edition launched in Bhopal on June 27, the launch of the two new editions was preceded by a pre-launch survey to create a product that fits the needs of the readers perfectly.
Business Bhaskar Indore will have an initial print run of more than 20,000 copies, while the Raipur edition will have an initial print run of more than 8,000 copies. The broadsheet will be of 12 pages and is priced at Rs 1.50. The Raipur edition will also be circulated in Bhillai and Durg, the other two major cities in Chhattisgarh. Since it achieved statehood in 2000, Chhattisgarh has been making rapid progress.
Yatish Rajawat, Editor, Business Bhaskar, said, “As with our Bhopal edition, we hope to provide our readers in Indore, Raipur, Durg and Bhillai with the most relevant financial news.”
Speaking on Bhaskar’s latest campaign, Sanjeev Kotnala, AVP and National Head Communication, DB Corp Ltd, said, “Bhaskar as a newspaper over the past decade has had tremendous growth. In 10 years, it went from 30 lakh to 2.53 crore readers. Our core value has always been the uncompromising ‘Zidd’ to succeed. We at Bhaskar believe each one of us has the potential ‘Zidd’ to achieve success. Through this campaign, we hope to touch a chord with everyone who believes that anything is possible, it just takes zeal, passion and effort. We hope through this, to ignite the belief that everyone has the capability and strength to take a stand and become the best that they can.”
The campaign takes its viewers through real life situations such as a traffic jam due to a dug up road or eve teasing. It challenges conventional wisdom prevalent among us Indians to ‘accept our destiny.’ It tells viewers that they no longer have to take a step back in life, its time now to break barriers and affect real change for the better. The campaign shows a physically challenged man swimming as well as various other situations where people have taken up the ante and managed to overcome obstacles to emerge victorious.
Nilesh Vaidya and Satbir Singh are the creative directors for this campaign. Vaidya is also the script writer. The TVC has been directed by Ravi Udyawar, while the production house is Ravi Udyawar Films.
Satbir Singh, National Creative Director, Euro RSCG (the agency behind the TVC), said, “‘Zidd’ as we know it, is usually seen as a negative trait. Through this campaign we aim to show how this negative can be turned into a really strong positive, and can be used to right wrongs. The Dainik Bhaskar brand has 'Zidd' written all over it, one which has achieved what others considered unachievable not once but several times. Though MS Dhoni (the brand ambassador) belongs to small town India, he is today at the pinnacle of success in the cricketing world. He brought the T20 World Cup to India and made it big on the international stage. He has the passion and aggression which is very similar to Dainik Bhaskar. He, therefore, fits in perfectly with the Bhaskar ‘Zidd’ brand values.”