DNA (Daily News and Analysis) has undertaken an initiative called ‘India Positive’ to infuse a dose of positivity in the Indian environment. The initiative, launched on India’s 62nd Republic Day, is being engineered by Scarecrow Communications. It is learnt that ‘India Positive’ is planned on a mammoth proportion and the first phase itself will see spends of close to Rs 10-15 crore. The campaign will continue for nearly six months.
The campaign was kicked off with a print campaign on the front jacket of DNA newspaper, editor’s letter and the launch of a TVC. The coming days will see the campaign take a larger footprint with several on-ground initiatives, presence on many TV channels and outdoor activities.
Talking about the campaign, Manish Bhatt, Founder Director of Scarecrow Communications, said, “We believe that the way India is growing now, one element that it requires is an extra dose of positivity to further propel this growth trajectory. This campaign is DNA’s effort in the direction of spreading positivity in our country. ‘India Positive’ is not a phrase which we want to own or brandish as equity, but it is an attitudinal shift that we are keen to adopt.”
“One would see various innovative ways through which this positivity is celebrated, and this could mean anything – be it on ground activity or content led activity or even something unusual as a change in visiting cards and stationery that reflects this change,” Bhatt added.
‘India Positive’ is positioned more as a philosophy that DNA is championing. In many ways, one could think of a ‘Lead India’ or ‘Aman ki Aasha’ that The Times of India has championed in the past. DNA plans to scale up this campaign in a big way and one would see more activities in the subsequent phases of this campaign.
KU Rao, CEO, DNA, said, “DNA’s initiative aims to replace negativity with a positive mindset. In the recent past, there has been too much criticism, though as a nation we are achieving growth better than the best in the world. The ‘India Positive’ initiative cuts across cultural and geographic boundaries and tries to bind the people of India under the new mantra of being Positive. I appeal to all Indians to support this initiative.”
Raghu Bhat, Founder Director, Scarecrow Communications Ltd, added here, “This initiative is the direct outcome of an inspirational and stirring brief created by KU Rao and his team. Through it, we want to unleash a tidal wave of positive pro-India thoughts. Every country has problems, but focussing only on the negatives is neither cool nor is it good for our self-image.”
The TVC, which was launched simultaneously with the launch of the initiative, shows the ‘audacity of hope’ of the Indian team on the football field. The metaphor of sports being the carrier of positivity and something which most Indians can relate to. The TVC will be shown on various channels and also will run in the theatres.