Marathi daily Lokmat has launched new campaign ‘Aata Baas’ with an aim to bring about social change in the city of Pune.
The 50-day offline, on-ground and online campaign highlights prominent issues such as bribery, destruction of hills, hollow education system, water shortage, etc. The initiative seeks to bring about a fundamental change in the city by informing the citizens about the hazards of various malpractices that go on in the city.
The social movement kick-started with gaining an understanding of Punekars’ problems. For this, Lokmat campaigners, armed with tablets, went door to door to ask the city’s residents about the problems faced by them as well as their expectations from a newspaper. Subsequently, citizen forum meetings, editorial discussions, NGO and other civic body meetings were held to shortlist the main problems and seek ways to address them.
‘Aata Baas’ has been utilised to create conversations around the brand and rebuild a brand identity. Lokmat claims that with this campaign, the number of its copies rose to 84.5 per cent of Sakal’s in a matter of 50 days.
Taking ‘Punyacha Rhaas, Aata Baas’ as the core thought, the campaign was kick-started by a large scale teaser campaign on hoardings in which each execution/issue was represented only by a giant visual with the motto stamp sans branding.
Insight behind the campaign
The campaign provides a platform to Punekars to come together and raise their voice against various civic issues plaguing the city. Apart from making an impact in the communities that it operates in, the campaign seeks to bring Brand Lokmat closer to Punekars.
Lokmat has used social media to engage the people via a microsite and Facebook page, which are displayed in the campaign creatives.
Besides social media, out of home medium has also been made part of the media mix through 70 hoarding sites, gantries, and around buses.
Lokmat has also undertaken on-ground activations to convince Punekars that ‘Aatabaas’ is not just a brand building excercise, but a serious effort to bring about a change in the society.
This campaign is an on-going initiative and will continue in subsequent phases.
It may be recalled that Lokmat had earlier undertaken campaigns such as Lokmat Aapla Dware (Lokmat at your doorsteps) and a movement in Sholapur to de-silt lakes, rivers and dams, which is now being rolled out across Maharashtra.