ICMA 2017: How brands aced content marketing in print
Brands like Dainik Jagran, Kelloggs Chocos and Dainik Bhaskar have woven content marketing into print expertly as they propagated meaningful societal issues
More and more brands are using creative content to tell their stories and engage with consumers, making it that much more important to stand out amidst the clutter that is also content. Audacity e4m Indian Content Marketing Awards aim to celebrate the talent, expertise and hard work that go behind cracking breakthrough ideas and concepts to create exceptional brand stories.
The role of content marketing in print cannot be ignored at any cost. Targeting the print offering is a way to rise above the white noise. So, as we inch closer to the D-Day, here is a look at some of the captivating entries that have come to us in the category of best content marketing in print.
Dainik Jagran set out to create an equal world for ‘half of humanity’. They invited 10 girls across eight cities to be a part of the newsroom and be the Guest Editor for the day on 11th Oct, the occasion being International Day of the Girl Child. This day is marked by the UN to recognize girls’ rights and the unique challenges they face around the world. It focuses attention on the need to address the problems girls face and to promote girls’ empowerment and their human rights. The girls trained in the newsrooms, had discussions with the Editorial teams, and created a newspaper from their point of view. On 11th October, the readers saw a newspaper which spoke about an issue that’s often neglected. Around 1.16 mn copies of the newspaper edited by the girls were out in the market on 11th October. This gave them a sense of empowerment and amplified their voice. It sent out a signal that investing in the girl child is investing in peace and prosperity.
Cashing in on the legacy of the popular comic book Tinkle, Kellogg’s Chocos with the help of Mindshare India skilfully interweaved the brand mascot (Coco, the Monkey) into the comic’s content which was a far more integral mix than just sponsored content. Whoever thought that native advertising only happens online was proven wrong as this form of advertising matched the style and function of Tinkle and managed to make a mark. While Chocos as a product was highlighted, the real hero of the story was Coco, the monkey, Chocos’ mascot. His character was given a lot of depth and soon he became very popular among children. This was a year-long partnership which kept the kids engaged with the brand through the medium of storytelling.
On the occasion of World Environment Day (June 5), Dainik Bhaskar unveiled the first of a three-part comic series. With the help of cartoon characters, it tried to send across the message of sustainable development and the judicious use of resources. ‘Sundarvan Adventures - Mystery of the Missing Water’, the first comic published in the series, talked about the importance of conservation and responsible consumption of water. Abhijeet Kini, creator of popular characters like Suppandi and Angry Maushi, has done the art and layout for the comic series. ‘Mystery of the Missing Water’ told the story of a fun-loving, energetic school-going rabbit Adi, who along with his adventurous set of friends, a jovial little parrot Cheenu, a pretty little doe Roli and an intelligent tortoise Golu, saves the day for the villagers of Sundarvan from the villainous acts of Paplu Bhai, a notorious jackal. Being a signatory to the UN Global Compact Network, Dainik Bhaskar Group’s CSR initiatives contributed to UN Sustainable Development Goals of Quality Education, Zero Hunger, Clean Water and Sanitation, Sustainable Cities and Communities and Climate Action. Apart from the comic series, Dainik Bhaskar also devoted their energies towards conducting comic workshops in more than 400 schools in the country to spread awareness about the need to use water resources judiciously.
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