ET takes a stand against ‘Half Knowledge’ with new campaign

The initiative aims to position Economic Times as a brand that provides incisive & analytical coverage and hence, a source of complete knowledge

e4m by Priyanka Mehra
Published: Mar 12, 2013 7:25 PM  | 2 min read
ET takes a stand against ‘Half Knowledge’ with new campaign

Economic Times takes a firm stand this month, with its latest campaign, against half knowledge. The initiative positions ET as one that provides incisive and analytical coverage of developments, and therefore, a source of complete knowledge.
The campaign contextualises ‘Half Knowledge’ situations in people’s daily lives. It has broken out with print and digital media, which will be followed by outdoor, radio and television.

Ravi Dhariwal, CEO, BCCL said, “This initiative has been launched to highlight the pitfalls of ‘Half Knowledge’. ET has always focussed on providing readers with the complete picture on every news story, so that they never take decisions based on superficial intelligence. And, in that endeavour, lies our commitment to fight ‘Half Knowledge’.”

The initiative has been conceptualised by Lowe Lintas + Partners. It also has a dedicated website that invites user engagement via participation.

Arun Iyer, National Creative Director, Lowe Lintas + Partners said, “Economic Times is a renowned brand; we had to come up with an idea or thought that would live upto its stature and would lend itself to a larger platform. It had to go beyond reasons to read Economic Times. The campaign had to bring out a comprehensive point of view. Through this campaign, we recognise and take a stand against the malaise of ‘Half Knowledge’ and the negative impact it brings about.”

Lowe + Partners have been handling creative duties for Economic Times since December 2011. The agency has been working on this campaign for nearly three months now.

“While working towards the campaign, we hit upon this thought that the most subtle evil that exists in corporate India is half knowledge. And this half knowledge is masked usually with over-confidence. There are opinions, and very firm ones at that, flying all around us. We feel that the biggest contribution that ET can make to this country is to increase the depth of knowledge,” added Iyer.

“ET, being the leader, has taken on the challenge of bringing awareness through a multimedia campaign. We have considered spaces where people are asked to share opinions such as news channels, chat shows, radio and social media,” said Nandini Dias, COO, Lodestar Universal, the media agency for ET.

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