To promote its fearless editorial image, Hindi daily Patrika has launched a new brand campaign across Bhopal, Indore, Gwalior and Raipur. Following months of planning, research and market feedback, the new brand campaign depicts Patrika as daring and roaring to go. The baseline has also been replaced by ‘Patrika Hamari Takat, Pathakon Ka Vishwas’, which adopts a more aggressive stance. The campaign has been conceived by Purple Focus, Indore.
In an official communiqué, BR Singh, GM - Circulation, Rajasthan Patrika Group, said, “The new brand positioning depicts the common man’s faith in the newspaper and the power of ethical journalism. When we launched Patrika in Madhya Pradesh and Chhattisgarh (MPCG), the readers there were not exposed to such boldness as demonstrated by Patrika. In these three years, Patrika has changed the meaning of journalism in these states. The new brand positioning launch campaign will help us further in strengthening our relation and trust with the readers.”
An official release from the group explains that ‘Aag Laga Do Patrika Ko’, ‘Mitti Mein Mila Do Patrika Ko’, ‘Beda Gark Ho Patrika Ka’ and so on, are a few punch lines from a series of ads designed for Patrika. The ad campaign depicts the reaction of people involved in illegal businesses and practices and how they curse and abuse the newspaper after their wrongdoings come under fire after being exposed to the public eye.
These punch lines are supported by a similar look and design on the false front page of the newspaper. The ad campaign’s first ad was launched on the front page of the Hindi daily itself on December 17, 2011 and was followed by a series of ads. The month-long campaign has seen setting up of 200 hoardings across MPCG, seven radio spots, paper inserts and a B2B campaign, which was launched on January 23, 2012, to support the print campaign. The outdoor campaign and radio spots are also along similar lines.
The ad campaign’s main objective is to first celebrate results yielded by the newspaper daring to reveal the truth. Secondly, to make readers aware of the newspaper’s achievements and how it has become the voice of the readers.