Dainik Bhaskar has launched 'Mosaic' – a compilation of the best print advertising campaigns of 2011.
The book features some of the finest works in the print domain, including a number of Cannes shortlists as well.
Girish Agarwal, Director, Dainik Bhaskar Group said that Indian creativity has been setting new standards for a long time and its talent has been well accepted in international forums, with the knowledge and the execution gap becoming almost extinct.
"This is unique as the creative teams have themselves provided the best of the work created by their organisation in 2011. It definitely makes this a relevant and contemporary reference for possibilities and potential of print, both as a craft and as a brand builder. This is a beginning and its scope shall increase with time and may this be a worthy compilation to look forward to, year after year,” commented Agarwal on the new initiative by Dainik Bhaskar.
The book which has been designed by Ravi Bajpai contains around 64 brands and 77 brand campaigns. The book hasn't been priced yet and is available for soft copy download in the public domain.
Commenting on the idea behind the book, Sanjeev Kotnala, Vice President, Dainik Bhaskar stated, “We have been toying with this idea for sometime now. Print media has a lot of talent and ideation but we don't have a source for showcasing the contemporary ads. This initiative would be a medium to show the students, clients, media, etc. what work the agencies have been doing. This would in turn be a source of inspiration for them and would create a benchmark for others ads in future.”
Mosaic represents a collection of ads and avoids ranking any creative or agency. The end of the book features ad campaigns deemed favourite by representatives of the media industry.
“More than 150 agencies had sent in their best print advertising campaigns, which was by invitation only but next year we are planning to include regional works and have a section on innovative print campaigns as well,” concluded Kotnala.