Dainik Bhaskar Group has re-affirmed its philosophy of ‘Zidd Karo Duniya Badlo’. The TVC is being re-released on February 16, 2012 across channels. Meanwhile, the print ads have already started appearing.
Speaking to exchange4media, Sanjeev Kotnala, VP & National Head, MarComm, Dainik Bhaskar Group, said that the new campaign was slightly different from the previous one. “There are three parts to the campaign, with a different part taking the audience into different Zidd in every phase.” He further said that MS Dhoni, who had appeared in the previous campaign, would not feature in the current campaign.
Explaining the concept of ‘Zidd’, Kotnala said, “Zidd is a representation of the brand and also reflects the way individuals work and attain things in life. There is no small or big Zidd, there is only a strong and a weak Zidd.”
The campaign focuses on how a simple Zidd could make a difference to everyone’s life and shows its impact there off. The campaign will run on newspapers, magazines and television.
Talking about the promotion strategy, Kotnala shared, “We are looking at print and television because these are the most impactful media tools. However, we have also kept digital and radio in mind this time, but don’t have any plans for OOH.”
The campaign has been produced in-house.