Business Standard has rolled out its new brand campaign across various markets and mediums. The new campaign finds expression in the tagline: ‘Know More. No Less’. The creative duties have been handled by ‘Doosra’, a Mumbai-based creative outfit headed by Zaheer Mirza.
The communication finds expression in television through a series of 10-second TVCs. The campaign will have a 360 degree approach with ads in print, outdoor and the Internet. Activation efforts on ground will also commence in due course.
Speaking on the occasion, S Arun Natesh, Head - Marketing, Business Standard Ltd, said, “An editorially strong paper, Business Standard is known to be steadfast in upholding the principles of free and fair journalism that does not give in to commercial considerations. And it has remained so for 35 years since its inception. Business Standard’s strength lies in its ability to provide more information without making any compromises resulting in a loyal reader base.”
He added, “The new brand communication highlights the core of what the paper stands for – delivering to its readers all the necessary news and information processed in a succinct, straightforward manner – and finds expression in its new tagline: ‘Know More. No Less’.”
To get the message across, a series of simple communication has been created. In a simple, stark and direct manner, the communication reinforces the fact that there is “No Speculation”, “No Sensationalism”, “No Misinformation”, just Business news, views and analysis that get straight to the point.
Business Standard, with its national footprint, covers all major markets in the country and is read by India’s business elite. It is regarded as one of the most credible business dailies. It seeks to provide incisive analysis and opinion that are tracked by readers from a wide spectrum.