A. S. Raghunath's ‘Harivansh’s Experiment with AD-Vocacy Journalism’ book launched

A new book titled ‘Harivansh's Experiment with AD-Vocacy Journalism: From Ads to Action, Words to Change’ authored and edited by A. S. Raghunath, was launched on September 10 in the presence of Shri Harivansh Narayan Singh, Deputy Chairman of Rajya Sabha, and Dr. Annurag Batra, Chairman and Editor-in-Chief, BW Businessworld. The event also graced the presence of Prof. Dr. Sanjay Srivastava, Vice Chancellor of Manav Rachna International Institute of Research and Studies (MRIIRS) along with other dignitaries.

The book meticulously captures the remarkable journey of Prabhat Khabar under Shri Harivansh’s editorship, chronicling how the newspaper was transformed from near collapse in 1989 into one of India’s most respected Hindi dailies. What sets this journey apart is the pioneering experiment of integrating advertising with social advocacy. More than 400 campaigns on corruption, women’s empowerment, environment, and public health which were conceived by young teams at Vishakha Communications and Taattva Communications, and are showcased vividly in this coffee table edition.

Speaking at the launch, Dr. Annurag Batra emphasized the growing role of purpose-driven media: “The role of media, whether newspaper, magazine, or digital platform, is societal change and impact that drives development. While advertising traditionally promotes products, a new pattern is visible at global awards where the winners are often campaigns with social impact. What truly engages audiences are do-good campaigns that create change.”

Reflecting on his journey, Shri Harivansh Narayan Singh underlined the importance of intent: “With correct intention, you hold the power to bring change in any domain. Prabhat Khabar’s experiment was about blending credibility, editorial campaigns, and impactful communication to serve society.”

The book also details how Prabhat Khabar managed to build circulation, regain vendor trust, and establish a fearless voice for social justice across Bihar, Jharkhand, and Bengal. Featuring 35 curated advocacy campaigns between 1990 and 2016, it not only presents visually rich case studies but also serves as a blueprint for journalists, marketers, and changemakers on how authentic storytelling can unite communities and drive meaningful reform.