Marathi daily Sakal is set to go all-colour in Pune from January 5, 2011 onwards. To create the curiosity among its readers, the newspaper came out entirely in monochromes on January 4, 2010. The B&W edition of the newspaper included all the supplements and the advertisements. A sky bus in the main issue requested readers to preserve the black and white copy as a memorabilia of Sakal Pune, turning a new page in its history. The campaign was created by Pune-based agency Setu Advertising.
Commenting on the initiative, Indranil Datta, Marketing Head, Sakal Media Group, said, “Sakal as a brand enjoys a strong emotional connect with its readers, which dates back to the last 79 years. So, every change in the product will be critically evaluated by its loyal readers of Pune. Therefore, we needed a communication that broke through the clutter from an ordinary message of any another newspaper in this part of the country. Launching in all-colour is something spectacular. So, the black and white issue on January 4, 2011, not only created a disruption, but also made the message memorable in the minds of readers.”
A series of activities have been planned throughout the month of January, which aim to create an experience for Pune readers of Sakal.
LS Krishnan, Business Head, Sakal Print, said, “We will take new initiatives in days to come to keep that momentum going to ensure that both our readers and advertisers derive value from its high editorial standard.”
Speaking on the innovation, Rugwed Deshpande, Director of Setu Advertising, remarked, “The absence of colour will truly make people realise the value of colours. Simply going all-colour wouldn’t have created the impact we were aiming for. Going this way seemed to be a simple, logical and strategically appropriate way to make our point.”
The occasion of Sakal Pune becoming all-colour was also backed up by a campaign encompassing outdoor, print and radio. A three-day teaser campaign, which focused on the importance of colour in life, was carried out in outdoor and print, which will be followed by a revealer campaign in outdoor, print and radio.